As measured on a per-capita basis, America's teenagers saw significantly more beer and distilled spirits advertising in magazines between 2001 and 2003 than legal-age adults, a new study released by Georgetown University's Center on Alcohol Marketing and Youth finds.

The study, Youth Overexposed: Alcohol Advertising in Magazines, 2001-2003, analyzed 10,455 print alcohol ads costing almost $1 billion and found that 56 percent of the ad spending was placed in magazines with a disproportionate readership of underage youth (those between the ages of twelve and twenty). According to the report, which was funded by the Pew Charitable Trusts, underage youth over the three-year period were 52 percent more likely, on a per-capita basis, to see beer advertising in magazines than adults twenty-one and older. The volume of distilled spirits advertising in magazines was so much greater than that for any other beverage category, however, that spirits ads continued to dominate print alcohol advertising seen by youth, representing 70 percent or more of all alcohol advertising dollars in magazines during each of the three years measured in the report.

"The average teen drinker begins to drink alcohol at age thirteen," said CAMY research director David Jernigan. "If alcohol advertisers had followed a youth audience standard that more closely represents the youth at risk, they would have reduced underage youth exposure to their advertising substantially in 2003. It's hard to argue with a change that would help alcohol companies better reach their legal-age audience and also do so much good for our kids."

To read or download the complete report (20 pages, PDF), visit: http://www.pewtrusts.org/pdf/CAMY_Report_040705.pdf.