Millions of people, including millions of teens and young people, watch the Super Bowl each year. In fact, last time more than 103.4 million people watched the Super Bowl, a downturn from the 111.3 million that watched it in 2017. The flip side of those millions of viewers for the game is the millions of people who watch the ads, including those teens. Every year, the Super Bowl exposes millions of young people to ads for chips, detergent, cars, and even alcohol.
With millions of teens watching ads for alcohol during the Super Bowl, it poses a question: What effect do all these beer ads have on those teens? According to the Johns Hopkins Bloomberg School of Health Center on Alcohol Marketing and Youth, young people on average see 23 ads for alcohol each month. And those ads influence young people to view alcohol more favorably and, thus, drink more. That’s why they spend tens of millions of dollars per year advertising their products, especially on sports TV. The ads we watch during the Super Bowl contribute to underage drinking throughout the country.
We at Prevention Action Alliance created the Big Bowl Vote to:
- Educate communities on the effects ads for alcohol have on young people.
- Empower educators and others who work with youth to promote critical thinking.
- And advocate for community dialogues about advertisements for alcohol in your community.
The Big Bowl Vote helps young people to become critical consumers of information in our world today.
— Darren Hartberg
7th, 8th Grade Health Educator, Oregon Middle School
“This important activity helps high school teens focus on the marketing and advertisement techniques used to engage our youth. The teens understand the importance of being alcohol free and are able to analyze how the commercials are directed at certain ages to promote a better appeal of a certain product. This activity provides great conversations among teens to discuss how the Super Bowl commercials impact young lives.”
— Susan Frye
Interventionist/ACE Mentoring, Fremont City Schools
By teaching our kids to analyze ads and how they affect us, we can reduce the impact they have on our young people and reduce underage and binge drinking. So please consider joining us for the Big Bowl Vote on Monday, February 4, immediately after the Super Bowl.
The process is simple:
- Sign up for emails about the Big Bowl Vote.
- Download the 2020 BBV Playbook. (To be released)
- Watch Super Bowl LIII on Sunday, February 2.
- Administer the Big Bowl Vote survey on Monday, February 3. (To be released)
- Send us your results by the end of Tuesday, February 4.