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KMID : 0915820110120020073
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Journal of Korean Alcohol Science
2011 Volume.12 No. 2 p.73 ~ p.91
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An Analysis of Korean Alcohol Advertising Expenditure
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Lee Jae-Kyoung
Chung Sul-Ki
Kim Jin-Ok
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Abstract
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Objectives: The purpose of the article is to examine distribution of alcohol advertisements expenditure in domestic media in 2009.
Methods: The study monitored public TV, cable TV, radio, DMB, newspaper and magazine in 2009, and analyzed alcohol advertising expenditure in each media using ADEX system of TNmS (Total National Multimedia Statistics)
Results: Findings indicated that the scale of domestic alcohol advertising was about 10 billion won (95,589,710,000) in 2009. Beer advertisements, the most popular alcohol product, accounted for 48.4% (4.63 billion won) of the total advertising expenditure for the year, and among types of media, newspaper accounted for 41.4% (3.94 billion won) of the total alcohol advertising expenditure. The findings reflected the seasonality, which showed more advertising between April and September and expenditure was the highest in July.
Conclusion: Considering the previous research indicating the impact of alcohol advertising on drinking, current study findings imply a need for regulations on alcohol advertising as ell as continuous monitoring and surveillance. Also, findings point to the fact that harmful drinking prevention strategies need to consider seasonality of alcohol advertising.
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KEYWORD
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alcohol advertising, mass media, advertising expenditure
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