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With the cost of alcohol-related problems impacting underage youth measuring in the billions of dollars, it's time to send a strong message to Roger Goodell, Commissioner of the National Football League (NFL) demanding they stop the beerl ads and make the Super Bowl truly family-friendly.
In 2007, Anheuser-Bush (A-B) poured $27-30 million into ads that ran during the big game, many of them clever, funny spots that could have been plucked directly from Comedy Central. None of this is surprising when we consider that at least 16.7 million viewers of the 2007 Super Bowl were under the age of 21 - a target audience the industry knows will respond to sex, humor, animals and beer. But it didn't stop there; the ads were then planted around the web, on sites like YouTube, where they reached millions of additional pairs of (mostly young) eyes.
According to the Center for Science in the Public Interest (CSPI), 77% of parents believe beer companies that advertise during sporting events know their ads appeal to underage youth. This would explain why A-B has spent $250 million on Super Bowl ad time over the last two decades. Big alcohol has a powerful thirst for new customers.
Make the Super Bowl family-friendly. Send an email to the NFL
Related Research:
- Alcohol advertising increases youth drinkin Archives of Pediatrics and Adolescent Medicine
- Youth prefer animals and humor in beer ads (PDF)
- "Super Bowl at heart of Anheuser-Busch ad plans, from Reuters.com
- The Nielsen Company’s Guide to the Super Bowl on Nielson.com
- “Super Bowl Crashes,” Science News Online
- “Driving Fatalities on Super Bowl Sunday," The New England Journal of Medicine
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