For each alcohol advertisement viewed and for each dollar spent on alcohol advertising above the per capita average, per capita drinking increases 1% and 3% respectively.Between April 1999 and Feb 2001, youth ages 15-26 living in areas represented by 24 US Nielsen media markets were randomly selected and interviewed by telephone about alcohol consumption and exposure to alcohol advertising. 61% drank within the past month. At baseline, 60% of the sample was younger than 21. Average monthly per capita exposure to advertising was 22.7 adds and drinking was 29 drinks. US media markets spend approximately $ 1.2 billion on alcohol advertising each year.(Constructed from data in Saffer, H. et al. J Stud Alc, 14: 173, 2002 and Snyder, L.B. et al. Arch Pediatr Adolesc Med, 160: 18, 2004) ©2008 NBEP