Alcoholic Beverage Advertising and Consumption in the United States, 1964–1984

This paper examines the relationship between industry-wide advertising expenditures and per capita consumption of beer, wine, and distilled spirits in the United States. Advertising expenditures are studied in six media: network and spot television, network radio, magazines, newspaper supplements, and outdoor. The findings reveal no evidence of a significant relationship between total advertising and consumption of beer, but find positive significant relationships between consumption and advertising of wine and distilled spirits.