OBJECTIVE Do youth switch channels during alcohol advertisements at different rates than adults? This question has implications for the alcohol industry's self-regulation of its advertising placements. People may avoid television advertisements by switching channels, which can be measured by comparing two television audience metrics: commercial ratings (which measure the audience during the advertisement) and program ratings (which measure the audience during the television program). We assessed changes in youth and adult audiences during alcohol advertisements with implications for alcohol industry self-regulatory compliance. METHOD A census of alcohol advertisements for 2010-2014 was licensed from Nielsen (New York, NY). We compared noncompliant advertisements (with youth making up >28.4% of the audience) and the percentage decline in per capita advertising exposure for youth and adult age groups using both commercial and program ratings. RESULTS The audience during the alcohol advertisement declined by 8.48% among underage viewers ages 12-17 years and by 7.04% for viewers ages 18-20 years, compared with 8.20% for adults ages 21-24, 10.43% for ages 25-34, and 9.74% for ages 35 and older. These declines exceeded the margin of error (±2.6%), indicating a decline in viewership across all age groups, but we could not draw conclusions about differences between age groups. Compared with audience estimates using commercial ratings, program ratings underestimated the number of noncompliant advertisements by 8,800, leading to an underestimate of noncompliant exposure by 140 million impressions. CONCLUSIONS Both underage viewers and young adults switched channels during alcohol advertisements. Using commercial ratings rather than program ratings may more accurately measure compliance with alcohol industry advertising guidelines.

中文翻译：

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美国青年对酒精广告的接触：两种电视收视率的评估及其对自愿广告准则的影响

目的年轻人在酒精广告期间切换频道的速度是否与成年人不同？这个问题对酒精行业对其广告刊登位置的自我调节具有影响。人们可以通过切换频道来避免电视广告，这可以通过比较两个电视观众指标来衡量：商业收视率（在广告期间衡量受众）和节目收视率（在电视节目中衡量受众）。我们评估了酒精广告期间青少年和成人受众的变化，这对酒精行业的自我监管合规性有影响。方法2010年至2014年的酒精饮料广告普查由Nielsen（纽约州纽约）获得许可。我们比较了不符合规定的广告（年轻人构成> 28。4％的受众群体），以及使用商业和节目分级的年轻人和成人年龄组的人均广告曝光率所下降的百分比。结果12岁至17岁的未成年人中，酒精广告期间的观众下降了8.48％，而18至20岁的观众中，酒精广告中的观众下降了7.04％，而21至24岁的成年人中则为8.20％，25-34岁的成年人中为10.43％， 35岁以上的人群占9.74％。这些下降幅度超过了误差幅度（±2.6％），表明所有年龄段的观众人数都有所下降，但是我们无法得出有关年龄段之间差异的结论。与使用商业收视率进行的受众估算相比，节目收视率低估了不合规广告的数量8,800，导致低估了不符合规定的曝光量1.4亿次展示。结论未成年观众和年轻人在酒精广告中都切换了频道。使用商业评级而不是节目评级可以更准确地衡量对酒精行业广告指南的遵守情况。