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Super Bowl Alcohol Ads Take a Backseat
Among America’s—and Gloversville’s—Youth
More than 30,000 students
nationwide participated in the Drug-Free Action Alliance
Super Bowl Survey—including many at Gloversville High
School where the survey was conducted by Positive
Options Project (POP), a student group formed through
collaboration between ASAPP’s Promise and GHS. While
alcohol ads were widely remembered, they did not place
in the top three favorites among youth, as in past
surveys.
Doritos stole the show, with kids voting three different
Doritos commercials as their top picks. “It is
refreshing to see youth choosing commercials promoting a
snack product for their top three favorites, however,
there were plenty of alcohol ads, and based on the
survey, kids definitely took note of it,” said Patricia
Harmon, executive director for Drug-Free Action
Alliance. Not only did alcohol ads show up in the top
five favorites, but when middle and high school students
were asked about the products they remembered being
advertised, alcohol was the second highest item recalled
(following closely behind food items). Gloversville’s
results were consistent with national statistics,
according to POP’s findings.
“The concern is the influence of alcohol advertising on
young minds,” said Harmon. "Considering youth, under the
age of 21, make up about 18% of the Super Bowl viewing
audience, we know there are a lot of underage people
being exposed to alcohol advertising.” Research shows
that the more youth are exposed to alcohol advertising,
the more likely they are to drink, drink more often and
drink to excess. The effects of alcohol on developing
adolescent minds and bodies can be devastating and long
lasting.
Though it is unrealistic to think parents could possibly
shield their children from all alcohol advertising,
there is something parents can do: talk to their
children. Research reveals that kids whose parents talk
to them often about the dangers of alcohol and other
drugs are 50% less likely to use.
“The next time your children are watching TV, we
encourage you (parents) to sit down with them, making it
a teachable moment. Use the commercials as an
opportunity to teach your children to read between the
lines of advertisements, building their media literacy
skills,” said Harmon. “It’s an easy way to bring up the
topic of underage drinking and to encourage your
children to make healthy choices and avoid risky
behaviors.”
NATIONAL TOP 5 FAVORITES
Middle School
1-Doritos: Hands Off
2-Doritos: Shock Collar
3-Doritos: Stole Tim’s Doritos
4-Bud Light: Stranded
5-Bud Light: Clydesdale
High School
1-Doritos: Hands Off
2-Doritos: Shock Collar
3-Doritos: Stole Tim’s Doritos
4-Budweiser: Human Bridge
5-Snickers: Betty White
(Results based on over 30,000
middle and high school
students within 38 states.)
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