How has alcohol advertising in traditional and online media in Australia changed? Trends in advertising expenditure 1997-2011

White, Victoria, Faulkner, Agatha, Coomber, Kerri, Azar, Denise, Room, Robin, Livingston, Michael, Chikritzhs, Tanya and Wakefield, Melanie 2015, How has alcohol advertising in traditional and online media in Australia changed? Trends in advertising expenditure 1997-2011, Drug and alcohol review, vol. 34, no. 5, pp. 521-530, doi: 10.1111/dar.12286.

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Title How has alcohol advertising in traditional and online media in Australia changed? Trends in advertising expenditure 1997-2011
Author(s) White, Victoria
Faulkner, Agatha
Coomber, Kerri
Azar, Denise
Room, Robin
Livingston, Michael
Chikritzhs, Tanya
Wakefield, Melanie
Journal name Drug and alcohol review
Volume number 34
Issue number 5
Start page 521
End page 530
Total pages 10
Publisher Wiley-Blackwell
Place of publication Chichester, Eng.
Publication date 2015-09
ISSN 0959-5236
Keyword(s) alcohol
advertising expenditure
traditional media
Summary Introduction and Aims The aim of this study was to determine changes in advertising expenditures across eight media channels for the four main alcohol beverage types and alcohol retailers in Australia. Design and Methods Yearly advertising expenditures between January 1997 and December 2011 obtained from a leading media-monitoring company. Media channels assessed were: free-to-air television, newspapers, magazines, radio, outdoors (billboards), cinema, direct mail (from 2005) and online (from 2008). Data were categorised into alcohol retailers (e.g. supermarkets, off-licences) or four alcoholic beverage types (beer, wine, spirits, premixed spirits/cider). Regression analyses examined associations between year and expenditure. Results Total alcohol advertising expenditure peaked in 2007, then declined to 2011 (P = 0.02). Television advertising expenditure declined between 2000 and 2011 (P < 0.001), while outdoor advertising expenditure increased between 1997 and 2007. Alcohol retailers' advertising expenditure increased over time (P < 0.001), and from the mid-2000s exceeded expenditure for any single beverage category. For both beer and spirits, television advertising expenditure declined over time (beer: P < 0.001; spirits: P < 0.001) while outdoor advertising expenditure increased (beer: P < 0.001; spirits: P = 0.02). However, the number of advertised beer (P < 0.001), spirits (P < 0.001) and wine (P = 0.01) products increased over time. Discussion and Conclusions Retailers are playing an increasing role in advertising alcohol. As our study excluded non-traditional advertising media (e.g. sponsorships, in-store) we cannot determine whether declines in television advertising have been offset by increases in advertising in newer media channels. However, our findings that media channels used for alcohol advertising have changed over time highlights the need for adequate controls on alcohol advertising in all media channels.
Language eng
DOI 10.1111/dar.12286
Field of Research 11 Medical And Health Sciences
16 Studies In Human Society
17 Psychology And Cognitive Sciences
Socio Economic Objective 920401 Behaviour and Health
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, Australian Professional Society on Alcohol and other Drugs
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