Alcohol Ads Increased 400 Percent Over 40 Years, but Americans Aren't Drinking More

A new study from the University of Texas at Austin, led by advertising professor Gary Wilcox, suggests ads have little impact on how much wine, beer or liquor people consume. The study looked at alcohol sales between 1971 and 2011 and found that during the 40-year time frame, per capita consumption remained relatively unchanged. In that time period, the study reports, alcohol advertising in the US increased more than 400 percent.

Alcohol marketers have two reasons to feel good about the findings of a new academic study on advertising impact. For one, their money seems to be well spent on generating new or loyal customers. But at the same time, their ads don't seem to be turning America into a nation of drunks. While advertising might have little impact on how much we drink, the study says it's still safe to assume that ads are effective at guiding brand preference.