Substance Use in Popular Prime-Time

Television

Sponsored by

Office of National Drug Control Policy

and

Mediascope

Macro International, Inc.

Research conducted by

Peter G. Christenson, Ph.D.

Professor of Communication

Lewis and Clark College

Lisa Henriksen, Ph.D.

Research Associate

Stanford Center for Research in Disease Prevention

Donald F. Roberts, Ph.D.

Professor of Communication

Stanford University

with

Marcy Kelly, Mediascope: Project Director

Stephanie Carbone, Mediascope: Research Manager

Adele B. Wilson, Mediascope: Project Coordinator

January 2000
January 2000 Substance Use in Popular Prime-Time Television Page i

Substance Use in Popular Prime-Time

Television

Table of Contents

SUBSTANCE USE IN POPULAR PRIME-TIME TELEVISION ......................................................................... I

TABLE OF CONTENTS..................................................................................................................................................i

EXECUTIVE SUMMARY .........................................................................................................................................1

TOP-TEEN VS. TOP-ADULT EPISODES........................................................................................................................3

MAJOR CHARACTERS.................................................................................................................................................3

CONCLUSIONS............................................................................................................................................................3

Illicit Drugs ..........................................................................................................................................................3

Tobacco ................................................................................................................................................................4

Alcohol .................................................................................................................................................................4

RATIONALE AND BACKGROUND .......................................................................................................................5

INTRODUCTION ..........................................................................................................................................................5

Substance Use Among American Youth................................................................................................................6

Television and Adolescents...................................................................................................................................6

Previous Research on Television Substance Portrayals.......................................................................................7

METHODS...................................................................................................................................................................9

THE SAMPLE..............................................................................................................................................................9

CODING PROCEDURES..............................................................................................................................................11

Episodes .............................................................................................................................................................12

Major Characters ...............................................................................................................................................13

Screen Time ........................................................................................................................................................13

Commercials and Other Non-Program Content.................................................................................................14

RESULTS...................................................................................................................................................................15

SUBSTANCE USE IN PROGRAM CONTENT.................................................................................................................17

Frequency of Substance Use ..............................................................................................................................19

Context of Substance Use ...................................................................................................................................27

SUBSTANCE USE IN COMMERCIAL CONTENT...........................................................................................................31

COMPARING TELEVISION AND MOVIES .......................................................................................................35

REFERENCES ....................................................................................................................................................... R-1

APPENDIX A: PRIME-TIME TELEVISION STUDY SAMPLE..................................................................... A-1

APPENDIX B: ADOLESCENTS AND TELEVISION........................................................................................B-1
January 2000 Substance Use in Popular Prime-Time Television Page 1

Executive Summary

lthough there is much speculation about whether television influences

adolescent substance use, careful examination of television content is a

crucial first step in determining what influence, if any, might be attributed to

the medium. This study addresses a single research question: How are illicit

drugs, tobacco, and alcohol portrayed in the most popular television series?

Specifically, this study examined the frequency and nature of substance use

portrayals in the top-rated, prime-time shows of the fall 1998-1999 season.

The study sample, based on Nielsen Media Research ratings, was comprised of

four consecutive episodes from 42 top-rated situation comedies and dramas -- a

total of 168 episodes. The sample included the 20 most popular shows among

teenagers and among adults, as well as the 20 most popular shows among AfricanAmerican teens, among Hispanic teens and among white teens.

Substances included in the study were illicit drugs, alcohol, tobacco, and over-the-counter and

prescription medicines. Researchers examined what substances were used, by whom, how often,

under what circumstances and with what consequences. The study considered whether television

involved substance use as an important theme, contained pro- or anti-use behavior or statements, or

conveyed limit-setting messages. Also examined was the extent to which substance use portrayals

varied among television series with different parental advisory labels, as well as the frequency of

substance references in television advertisements. Finally, researchers compared television

depictions with those found in the 200 most popular movie rentals of 1996 and 1997, which were

examined in last year’s study, Substance Use in Popular Movies and Music.1

Findings revealed that illicit drugs were mentioned or seen in 20 percent of all episodes, tobacco

in 22 percent, and alcohol in 77 percent. Illicit drug use was shown in only six episodes overall

(3 percent). Illicit drug use by major characters was seldom observed. More than one-third of

the episodes (41 percent) that mentioned or showed illicit drugs contained at least one negative

statement about them. Four of the six episodes that showed illicit drug use mentioned some kind

of negative consequence.

Tobacco was used in 19 percent of episodes. No teenage characters were observed smoking. Almost

one-fourth of the episodes that portrayed tobacco use (23 percent) expressed a negative statement

 

1

 Roberts, D.F., Henriksen, L., Christenson, P. (1999). Substance Use in Popular Movies and Music, Office of

National Drug Control Policy, Mediascope.

A
January 2000 Substance Use in Popular Prime-Time Television Page 2

about smoking; positive statements occurred in four episodes (13 percent). Negative consequences

of smoking were mentioned or portrayed in only two of the episodes that portrayed tobacco use.

Alcohol was consumed in 71 percent of all episodes, including 65 percent of the top-teen episodes.

Note that the term “top-teen episodes” refers to shows popular with teenagers, not necessarily

produced for teenagers. Drinking by underage characters was rarely shown. Only 6 percent of the

top-teen and 3 percent of top-adult episodes portrayed alcohol use by characters under 18. Just one

of these was a major character. About one-third of all episodes were set in bars, nightclubs, or

restaurants where alcohol was consumed. More episodes made drinking alcohol look like a positive

experience (40 percent of episodes that portrayed alcohol use) than a negative experience (10

percent). Nearly half of the episodes (45 percent) that portrayed alcohol use associated it with

humor. Negative consequences of alcohol use were either mentioned or shown in almost one-fourth

(23 percent) of the episodes that portrayed alcohol use.

There were few differences in substance use portrayals among the shows most popular with different

teenage ethnic groups. The frequency of illicit drug portrayals was roughly the same for episodes

popular with African-American, Hispanic and white teens. However, episodes popular with AfricanAmerican teens were less likely to mention and depict tobacco use, and episodes popular with white

teens were somewhat more likely to contain dialogue referring to excessive drinking.

Commercials for alcoholic beverages appeared in only 9 percent of all episodes studied. However,

alcohol use appeared in ads for other products, such as restaurants, credit cards and hotels: 59 percent

of top-teen and 60 percent of top-adult episodes contained one or more ads of this sort. Alcohol also

appeared in network spots promoting upcoming programs: 50 percent of top-teen and 63 percent of

top-adult episodes included one or more promotional spots that portrayed alcohol use. Ads for

prescription medicines appeared in 14 percent of all episodes. Anti-drug ads appeared in 16 percent

of top-teen episodes, and anti-smoking ads appeared in 11 percent.

Comparing these results to our earlier study of movies, illicit drugs were substantially less likely

to be portrayed in television series than in movies. When illicit drugs were referred to, television

was more likely to associate them with anti-use statements and negative consequences, and less

likely to link them to pro-use statements. Finally, young viewers were considerably less likely to

see smoking on television than in movies, and somewhat less likely to see alcohol consumption.

Following are additional highlights from the study:

! Illicit drugs were used in 3 percent of all episodes, tobacco in 19 percent, and alcohol in 71

percent.

! Major characters were shown using illicit drugs in 2 percent of all episodes, tobacco in 11

percent, and alcohol in 56 percent.

! Humorous references to substances were commonplace, occurring in at least half of all

episodes (49 percent). Alcohol was joked about most often -- in 35 percent of all episodes.

About 10 percent of episodes made humorous references to either illicit drugs or tobacco.
January 2000 Substance Use in Popular Prime-Time Television Page 3

! Negative statements about substance use (advocating abstinence or criticizing drinking,

smoking, or drug use) occurred in 14 percent of all episodes.

! About one-fourth of all episodes (26 percent) portrayed at least one negative consequence of

substance use.

Top-Teen vs. Top-Adult Episodes

! Illicit drugs were mentioned in 21 percent of top-teen episodes and 20 percent of top-adult

episodes.

! Alcohol use was portrayed in more episodes popular with adults (81 percent) than with teens

(65 percent).

! Major characters consumed alcohol in 53 percent of top-teen and 70 percent of top-adult

episodes.

! Twenty percent of top-teen and 23 percent of top-adult episodes portrayed tobacco use.

Major Characters

! Only three major characters were shown using illicit drugs. One teen and one adult male

used marijuana. One female teen consumed a drink that someone else had drugged.

! None of the major characters under 18 smoked cigarettes, only one drank alcohol, and 75

percent drank non-alcoholic beverages.

! None of the major characters attempted to quit drinking or smoking on screen. Two adults

described themselves as former alcoholics; none described themselves as having quit or

having tried to quit using illicit drugs or tobacco.

Conclusions

Illicit Drugs

Illicit drugs were infrequently mentioned and rarely shown in prime time television. In the few

episodes that portrayed illicit drug use, nearly all showed negative consequences. Typically, major

characters were not shown using illicit drugs or communicating pro-use statements. However, a

number of humorous references to illicit drugs occurred.
January 2000 Substance Use in Popular Prime-Time Television Page 4

Overall, teen viewers were exposed to very little illicit drug use and, what little there was, did not

glamorize drugs.

Tobacco

One in five episodes (19 percent) portrayed tobacco use. No characters under the age of 18 were

shown using tobacco. Eight percent of adult major characters used tobacco. Twenty-three percent of

episodes that showed tobacco use expressed negative statements about smoking.

Overall, teen viewers were exposed to relatively little tobacco use. These episodes avoided underage

tobacco use and presented adult use to a limited extent.

Alcohol

A significant number of episodes (71 percent) showed alcohol use. With one exception, no drinking

by underage characters was portrayed. However, a large proportion of adult major characters (66

percent) drank alcohol onscreen. Nearly half of the episodes that showed alcohol use associated it

with humor. Of the episodes that portrayed alcohol use, negative consequences were shown in 23

percent and refusal to use in 1 percent.

On the whole, teen viewers were exposed to high levels of alcohol use. More episodes made

drinking alcohol look like a positive experience (40 percent) than a negative experience (10 percent).
January 2000 Substance Use in Popular Prime-Time Television Page 5

Rationale and Background

Introduction

here is ample evidence that exposure to mass media messages influences

young viewers’ attitudes and values in a number of domains.2,3,4 There is also

concern that media portrayals may influence young people’s attitudes and

behavior toward substance use.5 Of all the media commanding the attention of

American adolescents, television probably has the greatest potential for exerting

such influence. What messages does television make available to young people

about alcohol, tobacco and illicit drugs? The major aim of this study is to provide

a systematic, detailed picture of substance use as portrayed in the television shows

most popular among adolescents and adults.

Documenting the frequency and nature of substance use portrayals is a necessary first step in

exploring television’s role in forming young people’s substance use attitudes and behavior. The

ultimate effects of any media information, whether from television, popular music, motion pictures

or any other medium, depend on a variety of factors. These include individual differences in

interpretation, the influence of competing information from parents or peers, and variations in social

and cultural background. Examining media messages is essential to understanding the myriad

processes that determine whether a young person will engage in alcohol, tobacco or illicit drug use.

If substance use is depicted frequently and positively in the television shows young people watch,

then it makes sense to raise questions about the role of these depictions in encouraging substance use.

If, on the other hand, substance use is portrayed rarely and negatively, then it makes little sense to

attribute adolescents’ substance use to the effects of television. Indeed, if substance use is presented

as dangerous, unglamorous, or socially unacceptable, then television’s role may be positive, its

messages working to discourage, rather than encourage, use.

 

2

 Comstock, G., with Paik, H. (1991). Television and the American Child. San Diego, CA: Academic Press. 3

 Christenson, P. G., & Roberts, D. F. (1998). It’s not only rock & roll: Popular music in the lives of adolescents.

New Jersey: Hampton Press, Inc.

4

 Roberts, D.F. (1993). Adolescents and the mass media: From “Leave It to Beaver” to “Beverly Hills, 90210.”

Teachers College Record, 94 (3), 629-643. 5

 Strasburger, V. (1995) Adolescents and the mass media: Medical and psychological impact. Thousand Oaks,

CA: Sage.

T
January 2000 Substance Use in Popular Prime-Time Television Page 6

It is also important to recognize that adolescents watch different shows than adults, and that different

groups of adolescents have distinct viewing patterns. Hence, this study compares the top-rated

shows for adolescents with the top-rated shows among adults. In addition, the favorite shows among

three sub-groups of adolescents — African Americans, Hispanics and whites — are also compared.

This is the first study of substance portrayals to contrast these samples.

Substance Use Among American Youth

The U.S. faces problematic rates of illicit drug, alcohol and tobacco use among youth. In 1999, 55

percent of high school seniors reported having used an illegal drug at least once, as did 46 percent of

tenth and 28 percent of eighth graders.6

 Among adolescents ages 12 to 17, the average ages of first

use of marijuana, cocaine, and heroin were 14, 15 and 14 years, respectively.7 Youth tobacco

smoking rates are higher now than at any time in the past 17 years. Two-thirds of U.S. high school

students have tried cigarettes and more than one-third currently smoke.8 Every day another 3,000

American children and teenagers become regular smokers.9

Alcohol consumption among adolescents remains at high levels. Eighty percent of U.S. high school

students have tried alcohol and 51 percent of students are current drinkers;10 in 1997, more than 31

percent of 12th graders, 25 percent of 10th graders, and 14 percent of 8th graders claimed to have

consumed five or more alcoholic drinks in the preceding two weeks.11 Perhaps most disturbing,

among 12- to 17-year-olds who exhibit no other problem behaviors, those who have used marijuana,

alcohol, or cigarettes in the past month are 17 times more likely to later consume drugs such as

cocaine, heroin or LSD than those who have not used marijuana, alcohol or cigarettes.12

Television and Adolescents

American adolescents spend a good deal of time using mass media, and television is the medium they

use most. A national study of childhood and adolescent media use sponsored by the Kaiser Family

 

6

 Johnston, L.D., O'Malley, P.M., & Bachman, J.G. (1999). National Survey Results on Drug Use from the

Monitoring the Future Study, 1975-1998 Volume I: Secondary School Students. Rockville, MD: U.S. Department

of Health and Human Services, National Institute on Drug Abuse.

7 National Household Survey on Drug Abuse. (1997). Rockville, MD: Office of Applied Studies, Substance Abuse

and Mental Health Services Administration.

8 Ozer, E. M., Brindis, C. D., Millstein, S. G., Knopf, D. K., & Irwin, C. E., Jr. (1997). America’s Adolescents: Are

they Healthy? San Francisco, CA: University of California at San Francisco, National Adolescent Health

Information Center.

9 The National Center on Addiction and Substance Abuse at Columbia University 1995 Annual Report. (1996).

New York: Columbia University, National Center on Addiction and Substance Abuse at Columbia University.

10 Youth Risk Behavior Surveillance: United States, 1997. (1998). Atlanta, GA: Epidemiology Program Office,

Centers for Disease Control and Prevention (CDC), U.S. Department of Health and Human Services, MMWR

47(SS-3).

11 Johnston, L. D., O’Malley, P. M., & Bachman, J. G., op cit. 12 Substance Abuse and the American Adolescent: A Report by the Commission on Substance Abuse Among

America’s Adolescents. (1997). New York: National Center on Addiction and Substance Abuse at Columbia

University.
January 2000 Substance Use in Popular Prime-Time Television Page 7

Foundation reported that young people ages 8 to 18 years spend more than three hours a day

watching television. This is about three times the time expenditure for radio, the closest competitor

in the study. Viewing hours and preferences differed significantly by ethnicity. African Americans

watched the most, just over 4 hours and 40 minutes per day. Hispanic youth averaged 3 hours and 50

minutes, and white youth watched just under 3 hours. Situation comedy and drama were the most

popular types of programs for all three groups, but whites were disproportionately attracted to drama

compared to the other two groups.13 

Perhaps no other question in communication research has been studied more than the impact of

television on children and adolescents. Although there may be disagreement on the size of the

influence and whether it is, on balance, positive or negative, there can be no serious doubt that

television plays a role in the process of socialization.14,15,16 Furthermore, evidence is mounting that

increased television viewing is a risk factor for the onset of alcohol use in adolescents.17,18,19

Previous Research on Television Substance

Portrayals

The majority of the systematic analyses of substance use portrayals on television have focused on

alcohol. While these reports are difficult to compare due to inconsistencies in methods and

measurements, they do establish that references to alcohol use—either visual, verbal, or both —

occur several times during an average hour of prime-time television programming. The group of

studies that provide the most reliable historical comparisons suggest a trend toward more frequent

alcohol portrayals in the late 1970s and early 1980s, followed by an apparent decline in these

portrayals between 1984 and 1986. Even in the 1986 programming, however, over three-fourths of

prime-time drama episodes had references to alcohol, and portrayals of actual consumption appeared

in about half.20 More recent studies confirm that the depiction of alcohol use is a regular occurrence

on television.21

 

13 Roberts, D.F., Foehr, U.G., Rideout, V.J., & Brodie, M. (1999). Kids and Media at the New Millennium:

Executive Summary. Menlo Park, CA: The Henry J. Kaiser Family Foundation. 14 Comstock with Paik, op. cit.

15 Roberts, 1993, op. cit.

16 Strasburger, V. (1995) Adolescents and the mass media: Medical and psychological impact. Thousand Oaks,

CA: Sage.

17 Kotch, J.B., Coulter, M.L., & Lipsitz, A. (1986). Does televised drinking influence children's attitudes toward

alcohol? Addictive Behaviors, 11(1), 67-70. 18 Robinson, T.N., Chen, H.L., & Killen, J.D. (1998). Television and music video exposure and risk of adolescent

alcohol use. Pediatrics, 102, 1-6.

19 Rychtarik, R.G., Fairbank, J.A., Allen, C.M., Fox., D.W., & Drabman, R.S. (1993). Alcohol use in television

programming: Effects on children's behavior. Addictive Behaviors, 8(1), 19-22. 20Wallack, L., Grube, J.W., Madden, P.A., and Breed, W. (1990) Portrayals of alcohol on prime-time television.

Journal of Studies on Alcohol, 51(5), pp. 428-437 21 Mathios, A., Avery, R., Biscogni, C., and Shanahan, J. (1998). Alcohol portrayal on prime-time television:

Manifest and latent messages. Journal of Studies on Alcohol, 59, pp. 305-310.
January 2000 Substance Use in Popular Prime-Time Television Page 8

Equally important as the frequency of alcohol portrayals is the nature of those portrayals. Here the

research suggests that alcohol consumption usually appears on television as a background activity.

That is, characters drink or talk about drinking in the context of other activities, without the

attachment of any direct message, either pro or con, about alcohol consumption. Drinking, according

to the existing research, has generally been presented as a routine, problem-free activity. Those who

drink on television are more likely to be central characters, more attractive, and of higher status than

those who do not drink. References to the negative consequences of drinking are rare.22,23,24

Only a few studies have looked at tobacco portrayals. In studies using comparable measures,

smoking has appeared about one-tenth as often as alcohol. The research shows a sharp decline in

tobacco use on television from the 1950s through the early 1980s, followed by a small increase

through the early 1990s. As with alcohol, smoking is more often associated with important, positive

characters than peripheral, negative characters.25,26 

Only two studies of illicit drug portrayals, both published in the 1970s, were found. At that time,

illicit drug references of any kind — verbal or visual — were quite rare, occurring only once in every

five hours of prime-time programming.27

 

22 Mathios, op. cit.

23 Signorelli, N. (1987). Drinking, sex and violence on television: The cultural indicators perspective. Journal of

Drug Education, 17(3), 245-60. 24 Wallack, L., Grube, J.W., Madden, P.A., and Breed, W. (1990) Portrayals of alcohol on prime-time television.

Journal of Studies on Alcohol, 51(5), pp. 428-437. 25 Cruz, J., & Wallack, L. (1986). Trends in tobacco use on television. American Journal of Public Health, 76(6),

698-699.

26 Hazan, A. R., & Glantz, S.A. (1995). Current trends in tobacco use on prime-time fictional television. American

Journal of Public Health, 85(1), 116-117. 27 Fernandez-Collado, C.F., Greenberg, B.S., Korzenny, F., & Atkin, C. K. (1978). Sexual intimacy and drug use in

TV series. Journal of Communication, 28(3), 31-37.
January 2000 Substance Use in Popular Prime-Time Television Page 9

Methods

The Sample

lthough there is much speculation about whether television influences

adolescent substance use, careful examination of television content is a

crucial first step in determining what influence, if any, might be attributed to

the medium. This study addresses a single research question: How are illicit

drugs, tobacco, and alcohol portrayed in the most popular television series?

Specifically, this study examined the frequency and nature of substance use

portrayals in the top-rated, prime-time shows of the fall 1998-1999 season. The

study sample, based on Nielsen Media Research ratings, was comprised of four

consecutive episodes from 42 top-rated situation comedies and dramas – a total of

168 episodes. Thus, the sample compares substance use portrayals in top-rated

shows among teens versus adults, and among white, African-American, and

Hispanic teens.

Nielsen Media Research provided television ratings for prime-time viewing by five audience groups:

African-American teens (ages 12-17); Hispanic teens (ages 12-17); white teens (ages 12-17); all

teens (ages 12-17); and all adults (ages 25-54). Rank-ordered lists of the Nielsen ratings for the

period during which shows were taped identified the most popular shows for each audience segment.

Programs other than situation comedies and serial dramas were removed from the lists until the top20 programs within these genres were identified for each audience group. Excluded from the sample

were movies (e.g., "Wonderful World of Disney"), sports events (e.g., "FOX NFL Football"),

newsmagazines (e.g., "60 Minutes"), and non-fiction or “reality TV” programs (e.g., "World’s

Wildest Police Videos"). Such shows were excluded to avoid making inferences about substance

portrayals in programs with non-comparable formats, such as non-fiction versus fiction, 2-hour

movies versus 30-minute sitcoms, real people versus fictional characters. This selection procedure

eliminated 9 of the highest-rated programs for African-American teens, 4 for Hispanic teens, 3 for

white teens, 4 for teens as a whole, and 1 for adults. (See Appendix A.)

Due to overlapping preferences between subgroups, a total of 42 shows was sufficient to fill out the

various top-twenty lists. Thus, the complete sample consists of four consecutive episodes from each

of these series broadcast during the fall premiere season, October - December, 1998. Cable shows

A
January 2000 Substance Use in Popular Prime-Time Television Page 10 Figure 1 To what extent do multiple audiences watch the same or different programs? Percent of top-rated shows that are UNIQUE favorites among: Percent of top-rated shows that are SHARED preferences among: Percentages based on the 20 top-rated shows for each audience. Thirty-four shows accounted for the top-20 preferences among the three teen audiences. 40% 35% 35% 0% 20% 40% 60% 80% 100% 60%65% 30% 65% 0% 20% 40% 60% 80% 100% African-American and Hispanic teens White and Hispanic teens Teens and Adults Hispanic teens (ages 12-17) African-American teens (ages 12-17) White teens (ages 12-17) Adults (ages 25-54) 0% African-American and white teens
January 2000 Substance Use in Popular Prime-Time Television Page 11

were not included because no comedy or drama programs on cable drew a teen audience as large as

or larger than the teen audiences of broadcast shows. The sample includes 13 one-hour dramas and

29 half-hour situation comedies — a total of 168 program episodes. Appendix A identifies the title,

network, and broadcast time for each series. In particular, we examined substance use references and

portrayals in four consecutive episodes of:

! the 20 most popular shows among adults

! the 20 most popular shows among teens

! the 20 most popular shows among African-American teens, among Hispanic teens and

among white teens

! the 42 shows that appeared in any top-twenty list

Figure 1 compares the unique and shared program preferences for each audience group. According

to the Nielsen ratings, African-American, Hispanic and white teens watched many of the same

prime-time series. Thirty-four shows accounted for the top-20 preferences among the three teen

audiences:

! 6 appeared on all 3 lists

! 7 appeared on both the white and Hispanic lists

! 7 appeared on both the Hispanic and African-American lists

! 7 appeared only on the African-American list

! 7 appeared only on the white list

! no shows appeared only on the Hispanic list

As shown in Figure 1, the top-20 shows among Hispanic teens were a combination of what white and

African-American audiences also watched. Teen and adult viewing preferences also overlapped: 9

shows appeared in both the top-20 lists for viewers ages 12-17 and ages 25-54.

Coding Procedures

Content analyses are fundamentally concerned with counting and describing particular features of

mass media content. In this study, specially trained coders examined the episodes for any visual or

verbal content related to:

! Illicit drugs (controlled substances, such as marijuana, cocaine, heroin, LSD, etc.)

! Alcohol (beer, wine, champagne, hard liquor and mixed drinks)
January 2000 Substance Use in Popular Prime-Time Television Page 12

! Tobacco (cigarettes, cigars, chewing tobacco)

! Over-the-counter medicines (legally purchased, such as aspirin, diet pills, antacids, laxatives,

cough and cold serums, nicotine gum/patches)

! Prescription medication (self-administered prescription medicines, such as sleeping pills,

muscle relaxants, anti-depressants, pain relievers)

! For comparison purposes, use of non-alcoholic beverages was also examined

A distinction was made between substance use: visual portrayals of actual consumption or implied

consumption; and substance references: any time illicit drugs, alcohol, or tobacco were either seen

or mentioned. Thus, the latter category is broader, including both visual portrayals and

conversational references to substances.

The coding procedures pertained to four units of analysis: episodes, major characters, screen time

and commercials.

Episodes

For each episode, coders paid special attention to a number of factors relevant to the context of

substance references. These included:

! the settings in which use occurred (bar, restaurant, party, and so on)

! substance use by major versus minor characters

! whether substance use constituted a major theme or sub-plot

! the parental advisory assigned to each episode (TVG, TVPG, TV14)

! humorous references to substances

! any negative consequences attached to substance use, such as loss of friends, health effects,

difficulty in keeping or getting a job, impaired functioning

! negative or critical statements concerning substance use (anti-use statements)

! positive or advocacy statements concerning substance use, such as expressions of desire or

longing, or positive attributes of substances and their use (pro-use statements)

! references to intoxication, alcoholism or addiction

! attempts to quit use

! characterizations or portrayals of substance use as positive or negative, such as relaxation,

social acceptance, having fun, escaping problems
January 2000 Substance Use in Popular Prime-Time Television Page 13

These coding procedures yielded data describing each of the 168 episodes (i.e., 4 episodes each of 42

shows) in all-or-nothing terms, indicating whether a given episode mentioned or portrayed use,

contained a humorous reference, described negative consequences, and so on. Results are reported in

percentage terms based on all episodes in a given list of shows. For instance, we will report the

percentage of all episodes popular with teens referring to or showing substance use, and compare that

to the percentage of substance use references or portrayals in episodes popular with adults.

Similarly, we will compare the percentages of episodes mentioning or showing substance use in

episodes popular with African-American youth, with Hispanic youth, and with white youth.

Major Characters

Additional analyses were made of the substance-related behavior and statements of ongoing major

characters in the shows. A major character was defined as anyone who appeared or was credited in a

show’s opening or title sequence. A total population of 270 major characters over the 42 series was

identified. Information about this population is reported in terms of the proportion of characters who

engaged in substance use in all 168 episodes and in the different lists of favorites. The gender, age

and ethnic group for each character was identified. For comparison purposes, major character

consumption of non-alcoholic beverages was also noted.

Screen Time

The mere appearance of drinking or of alcoholic beverage containers is an imprecise measure of the

true salience or centrality of alcohol in a program. Accordingly, two measures of the amount of

screen time taken up with alcohol portrayals were created.

Major character drinking time. Using a stopwatch, coders calculated the total time major

characters were shown actually drinking or appeared with a container (glass, pitcher, bottle, cup, etc.)

from which the character was presumed to be drinking an alcoholic beverage. The stopwatch was

stopped whenever alcohol was off screen, as during a close-up of the actor's face. Thus, this was a

conservative measure of the prominence of alcohol in a program. A similar measure of screen time

for major characters consuming non-alcoholic beverages was taken for comparison purposes.

Alcohol venue time. Viewers may be aware of the presence of substance use or assume its

presence even when it is briefly off-screen. Thus, a measure was also taken of the total amount of

time spent in locations or engaged in activities typically associated with drinking – in bars, taverns,

restaurants, and at parties, wedding receptions, celebrations, and so on. When these venues were

encountered, the stopwatch began and kept going as long as the action continued at that venue, even

if the alcohol was temporarily off-screen. In other words, timing continued as long as it was

reasonable to assume that drinking was still occurring. Only those venues in which drinking was

depicted by at least one character were timed. Thus, a teen party with no alcohol consumption shown

would not be timed.
January 2000 Substance Use in Popular Prime-Time Television Page 14

Commercials and Other Non-Program Content

Although the major focus of this study was program content, we were also interested in knowing

what messages relating to substance use appeared in the non-program content surrounding each

episode. Accordingly, coders noted the frequency of:

! ads for alcohol and, for comparison, non-alcoholic beverages

! ads for prescription and over-the-counter medicines

! references and appearances of alcohol and other substances in other product ads and network

spots promoting upcoming programs

! ads with an anti-substance message, such as anti-drug and anti-smoking ads.
January 2000 Substance Use in Popular Prime-Time Television Page 15

Results

his report describes the frequency and nature of alcohol, tobacco and illicit

drug portrayals in the most popular prime-time television series from the fall

1998-1999 season. Four consecutive episodes from each situation comedy

and drama were analyzed. Key questions in this study were: How often are illicit

drugs, tobacco, and alcohol depicted in programs that are popular with different

ethnic and age groups? Who uses substances and in what context? How and how

often are negative consequences of substance use portrayed?

Two terms in the findings require brief definitions. Substance use refers to visual portrayals of actual

consumption or implied consumption, such as a character’s ordering a drink or being seated at a

restaurant table with a full glass of wine. Substance reference was noted when illicit drugs, tobacco

or alcohol were seen, used or verbally mentioned. Thus, this broader category included all instances

of substance use (explicit or implicit), as well as conversational references to substances or substance

use.

The sample is comprised of four consecutive episodes of each of 42 top-rated prime-time series. An

episode is one weekly installment of a situation comedy or drama. The term show is used to

distinguish an entire series from a single episode of a series. Thirty of the 42 shows represented in

the sample were comedies. Of the 168 episodes, 19 percent were labeled TVG, 59 percent were

labeled TVPG, and 22 percent were labeled TV14.

Unless otherwise noted, the statistics in this report describe the proportion of episodes that contain

some element of interest. Text and figures indicate whether findings pertain to: (a) all 168 episodes;

(b) a subset of 80 episodes that were popular with different audiences, such as four episodes each of

the top-20 shows among African-American teens, Hispanic teens, white teens, or adults (ages 25-54);

(c) a subset of episodes in which substances were mentioned or used; or (d) all major characters,

identified by credit or appearance in a show’s title sequence or opening. Note that the term “top-teen

episodes” refers to shows popular with teenagers, not necessarily produced for teenagers.

T
January 2000 Substance Use in Popular Prime-Time Television Page 16 Figure 2 show substance use? What proportion of episodes refer to substances or Percentages based on all 168 episodes. 20% 22% 77% 3% 19% 71% 0% 80% 60% 40% 20% 100% Illicit Drugs Tobacco Alcohol Any Substance Reference Any Substance Use Episodes containing:
January 2000 Substance Use in Popular Prime-Time Television Page 17

Substance Use in Program Content

A. How do top-rated prime-time television programs depict substance use?

Percentages are based on all 168 episodes.

1. Illicit drugs were referenced (mentioned or shown) in 20 percent of all episodes, tobacco in 22

percent, alcohol in 77 percent. (Figure 2)

2. Illicit drugs were used in only 3 percent of all episodes, tobacco in 19 percent, alcohol in 71

percent. (Figure 2)

3. Both situation comedies and dramatic shows occasionally take on substance use as a major theme

or subplot. Substance use constituted an important theme in 15 percent of all episodes.

4. Major characters were shown using illicit drugs in 2 percent of all episodes, tobacco in 11

percent, and alcohol in 56 percent. (Figure 3)

5. About one-third (34 percent) of all episodes were set in bars, nightclubs, or restaurants – venues

in which alcohol is typically consumed.

6. Eleven percent of episodes referred to substance use by characters who appeared to be under 21.

Only 4 percent of episodes showed any substance use by underage characters. These young

characters primarily consumed alcohol. Tobacco use by teenage characters was never portrayed.

A teenager knowingly used illicit drugs in only one episode. In addition, illicit drug use by

teenage characters was implied or mentioned in 3 episodes.

7. Humorous references to substances were commonplace, occurring in at least half of all episodes

(49 percent). Alcohol was joked about most often – in 35 percent of episodes. About 10 percent

of episodes made humorous references to illicit drugs, tobacco, prescription or other medicines.

8. One or more characters appeared to be intoxicated in 14 percent of all episodes; references to

getting or being intoxicated occurred in 16 percent of all episodes.

9. Negative statements about substance use (advocating abstinence or criticizing drinking, smoking,

or drug use) occurred in 14 percent of all episodes.

10. About one-fourth of all episodes (26 percent) portrayed at least one negative consequence of

substance use.
January 2000 Substance Use in Popular Prime-Time Television Page 18 Figure 3 What proportion of episodes portray substance use by one or more major characters? 1% 11% 53% 90% 1% 14% 70% 81% 2% 11% 56% 87% 20%0% 100% 80%60% 40% Illicit Drugs Tobacco Alcohol Non-Alcoholic Beverages Top-Teen Episodes Top-Adult Episodes All Episodes Percentages based on 80 top-teen episodes, 80 top-adult episodes, or all 168 episodes.
January 2000 Substance Use in Popular Prime-Time Television Page 19

B. How does the frequency of substance use differ between episodes labeled

TVG, TVPG, and TV14?

Percentages are based on 32 TVG, 99 TVPG, and 37 TV14 episodes, regardless of popularity

with teens, adults, or both.

11. Illicit drugs were referenced in 9 percent of episodes labeled TVG, 16 percent of those labeled

TVPG, and 35 percent of those labeled TV14.

12. All episodes that portrayed illicit drug use received a restrictive label (TVPG or TV14). Illicit

drugs were used in 5 percent of episodes labeled TVPG, in 1 episode labeled TV14, and in no

episodes with a TVG label. (Figure 4)

13. Tobacco use was portrayed in 6 percent of TVG, 20 percent of TVPG, and 24 percent of TV14

episodes. (Figure 4)

14. Alcohol use was portrayed in 38 percent of TVG, 77 percent of TVPG, and 84 percent of TV14

episodes. (Figure 4)

Frequency of Substance Use

C. How does the frequency of substance references differ in top-rated episodes

among teens versus adults?

Percentages are based on 80 episodes popular with audiences ages 12-17 (top-teen episodes)

and 80 episodes popular with audiences ages 25-54 (top-adult episodes).

15. Illicit drugs were mentioned in 21 percent of top-teen episodes and 20 percent of top-adult

episodes; three of the top-rated teen and adult episodes portrayed illicit drug use.

16. Tobacco was mentioned in more episodes popular with adults (29 percent) than with teens (23

percent).

17. Twenty percent of top-teen and 23 percent of top-adult episodes portrayed tobacco use.

18. One or more major characters used tobacco in 11 percent of top-teen and 14 percent of top-adult

episodes. (Figure 3)

19. Alcohol was mentioned in almost all top-adult episodes (90 percent) and in three-fourths (73

percent) of top-teen episodes.

20. Alcohol use was portrayed in more episodes popular with adults (81 percent) than with teens (65

percent).
January 2000 Substance Use in Popular Prime-Time Television Page 20 0% 6% 38% 5% 20% 77% 3% 24% 84% 0% 80% 60% 40% 20% 100% Illicit drugs Tobacco Alcohol TVG TVPG TV14 Figure 4 What proportion of TVG, TVPG, and TV14 episodes portray substance use? Percentages based on 32 TVG episodes, 99 TVPG episodes, 37 TV14 episodes.
January 2000 Substance Use in Popular Prime-Time Television Page 21

21. Major characters consumed alcohol in 53 percent of top-teen and 70 percent of top-adult

episodes. They consumed non-alcoholic beverages in 90 percent of top-teen and 81 percent of

top-adult episodes. (Figure 3)

22. Places and events where alcohol was served were a popular backdrop for much of the action and

dialogue in top-rated teen and adult episodes. Characters drank alcohol at bars, restaurants or

parties in 38 percent of top-teen episodes and in 50 percent of top-adult episodes. (Figure 5)

23. Bars, nightclubs, or restaurants where alcohol was served were permanent sets in 19 percent of

top-teen episodes and 31 percent of top-adult episodes. For example, sets like the After Dark

nightclub on “Beverly Hills, 90210” and the Moscow Tavern on “Drew Carey” served as central,

frequent meeting places for characters. (Figure 5)

24. References to getting or being intoxicated were mentioned in 18 percent of top-teen episodes and

21 percent of top-adult episodes. (Figure 5)

25. One or more characters appeared to be intoxicated in 11 percent of top-teen episodes and 21

percent of top-adult episodes. (Figure 5)

26. Drinking by underage characters was rarely portrayed. Only 6 percent of the top-teen and 3

percent of top-adult episodes portrayed alcohol use by anyone who appeared to be under 21.

(Figure 5)

D. How does the frequency of substance references differ in top-rated episodes

among various teen audiences?

Percentages are based on 80 episodes most popular with African-American teens, 80 with

Hispanic teens, and 80 with white teens, ages 12-17.

27. The frequency of illicit drug references was roughly the same for episodes most popular with

African-American, Hispanic and white teens. About one-fifth of the top-rated episodes for each

group contained at least one reference to illicit drugs. (Figure 6)

28. Three of the 80 top-rated episodes for African-American, Hispanic and white teens portrayed

illicit drug use.

29. Episodes most popular with African-American teens were less likely than other episodes to

mention and depict tobacco use. Characters used tobacco in 9 percent of episodes most popular

with African-American teens, 23 percent of episodes most popular with Hispanic teens, and 20

percent of episodes most popular with white teens. (Figure 7)

30. Sixty-six percent of episodes most popular with African-American teens, 69 percent of episodes

most popular with Hispanic teens, and 73 percent of episodes most popular with white teens

contained at least one reference to alcohol. (Figure 6)
January 2000 Substance Use in Popular Prime-Time Television Page 22 Figure 5 What are the characteristics of alcohol portrayals in top-rated teen and adult episodes? Percentages based on 80 top-teen episodes,80 top-adult episodes, or 168 total episodes. 3% 14%16%22% 42% 3% 21% 21% 31% 50% 5% 11% 19% 18% 38% 0% 20% 40% 60% 80% 100% Portrayed underage alcohol use One or more characters appeared to be intoxicated Referred to getting or being intoxicated Contained set where alcohol was served Characters visited place or event where alcohol was consumed Top-Teen Episodes Top-Adult Episodes All Episodes
January 2000 Substance Use in Popular Prime-Time Television Page 23 Figure 6 What proportion of episodes refer to substances? Percentages based on 80 episodes popular with different audiences. 18% 10% 66% 19% 24% 69% 21% 24% 73% 20% 29% 90% 0% 80% 60% 40% 20% 100% Illicit Drugs Tobacco Alcohol African-American teens (12-17) Hispanic teens (12-17) White teens (12-17) Adults (25-54) Episodes popular with:
January 2000 Substance Use in Popular Prime-Time Television Page 24 Figure 7 What proportion of episodes portray substance use? 4% 9% 64% 4% 23% 61% 4% 20% 64% 4% 23% 81% 0% 80% 60% 40% 20% 100% Illicit Drugs Tobacco Alcohol African-American teens (12-17) Hispanic teens (12-17) White teens (12-17) Adults (25-54) Percentages based on 80 episodes popular with different audiences. Episodes popular with: Substance use refers to visual portrayals of actual consumption or implied consumption. Substance reference was noted when illicit drugs, tobacco or alcohol were seen, used or verbally mentioned.
January 2000 Substance Use in Popular Prime-Time Television Page 25

31. Episodes most popular with white teens were more likely than other episodes to mention drinking

to excess: 10 percent of episodes most popular with African-American teens, 11 percent of

episodes most popular with Hispanic teens, and 19 percent of episodes most popular with white

teens contained references to being or getting intoxicated. (Figure 6)

32. Alcohol use was portrayed in 64 percent of episodes most popular with African-American teens,

61 percent of episodes most popular with Hispanic teens, and 64 percent of episodes most

popular with white teens. (Figure 5)

33. One or more major characters consumed alcohol in 46 percent of episodes most popular with

African-American teens, 48 percent of episodes most popular with Hispanic teens, and 51 percent

of episodes most popular with white teens.

E. How much on-screen time is occupied by alcohol portrayals?

Percentages are based on 80 top-adult episodes and 80 top-teen episodes.

34. One or more major characters was shown drinking alcohol for an average of 1.6 minutes of each

hour during top-teen episodes, and 2.3 minutes per hour during top-adult episodes. This

compared with 2.4 minutes and 1.8 minutes, respectively, for non-alcoholic beverages. (Figure

8)

35. On average, 3.4 minutes per hour of top-teen episodes took place in typical drinking settings and

venues (e.g., parties, clubs, bars). The amount of time in such settings was 5.7 minutes per hour

in top-adult episodes. (Figure 8)

F. How common is substance use among major characters?

Another indicator of the frequency of substance use in prime time is the proportion of major

characters that use illicit drugs, tobacco, and alcohol. A total of 270 major characters appeared in the

42 television series. Most major characters were male (56 percent) and between the ages of 18 and

39 (59 percent); 22 percent were under 18; 19 percent were 40 or older. The majority were white (77

percent); 22 percent of major characters were African American, four were Hispanic (2 percent) and

one was Asian. Characters were coded as using illicit drugs, tobacco, alcohol, and non-alcoholic

beverages if they were seen consuming these substances in one or more episodes.

36. Illicit drug use by major characters was rarely observed. Only three major characters were

actually shown using illicit drugs. One teen and one adult male used marijuana. One female teen

consumed a drink that someone else had drugged. (Figure 9)
January 2000 Substance Use in Popular Prime-Time Television Page 26 Figure 8 How much screen time is devoted to drinking alcohol? Minutes per hour of program time (excluding commercials) in which: a) one or more major characters is shown either drinking or with a container from which they are known to be drinking; and b) the episode’s action takes place in a typical alcohol consumption setting -- party, night club, bar, tavern, and so on. Percentages based on 80 top-teen episodes,80 top-adult episodes, or all 168 episodes. 3.4 2.3 1.8 5.7 1.7 2.1 4.7 1.6 2.4

98

76543210

10

Major Character

Shown Drinking

Alcohol

Major Character

Shown Drinking NonAlcoholic Bevarage

Time in Typical

Alcohol Settings

Top-Teen EpisodesTop-Adult Episodes

All Episodes

Minutes

per hour of

program time
January 2000 Substance Use in Popular Prime-Time Television Page 27

37. Illicit drug use by major characters was also implied in the dialogue or by actions that occurred

off-screen. When inferences about drug use in the recent or distant past were considered in

addition to observed use, 10 percent of characters under 18, 2 percent of characters ages 18-39,

and 2 percent of characters ages 40 or older used illicit drugs.

38. The six major characters under 18 who used illicit drugs (voluntarily) smoked marijuana.

39. None of the major characters under 18 smoked cigarettes, only one drank alcohol, and 75 percent

drank non-alcoholic beverages.

40. The three adult major characters who used illicit drugs used marijuana.

41. Eight percent of adult major characters used tobacco, 61 percent drank alcohol, and 74 percent

drank non-alcoholic beverages.

42. Smoking was more common among men than women (10 percent versus 6 percent). About 9

percent of white and 7 percent of African-American adult major characters smoked.

43. Alcohol consumption was more prevalent among men than women (64 percent versus 56

percent). About 60 percent of white and 63 percent of African-American adult major characters

drank alcohol.

44. None of the major characters attempted to quit drinking or smoking on screen. Two adults

described themselves as former alcoholics; none described themselves as having quit or having

tried to quit using illicit drugs or tobacco.

Context of Substance Use

G. How are illicit drugs portrayed?

Percentages are based on the 32 episodes that mentioned illicit drugs or 6 episodes that

portrayed illicit drug use, regardless of their popularity with teens, adults, or both.

45. Illicit drugs were more often talked about than seen. The generic term “drugs” was mentioned in

44 percent of episodes, marijuana in 34 percent, heroin or other opiates in three episodes,

hallucinogens, such as ecstasy, mushrooms, and peyote in three episodes, and crack or powder

cocaine in three episodes.

46. The few episodes that depicted drug use showed marijuana use in four episodes, peyote in one

episode, and ecstasy in one episode. In addition, a character was drugged with rohypnol, also

referred to as “the date-rape drug,” in one episode.
January 2000 Substance Use in Popular Prime-Time Television Page 28

47. Fifty percent of the episodes contained a humorous reference to illicit drugs. These statements

typically joked about marijuana use or drug rehab.

48. More than one-third of the episodes that mentioned drugs (41 percent) contained at least one

negative statement about illicit drugs. These statements typically advised characters to avoid

drugs or warned about the hazardous effects of illicit drug use.

49. Only one episode contained a positive statement about illicit drug use: A character persuaded his

friend to smoke marijuana by describing it as harmless and beneficial. The same episode also

contained negative statements about drug use and portrayed clearly negative consequences to a

character who used marijuana.

50. Negative consequences of illicit drug use were depicted in four of the six episodes that portrayed

drug use. For example, drug use led to dangerous health consequences, to arrest, and to losing a

coveted job.

H. How are alcohol and tobacco portrayed?

Alcohol

Percentages are based on 119 episodes that portrayed alcohol use, regardless of popularity

with teens, adults, or both.

51. Characters drank beer in 65 percent of episodes that portrayed alcohol use, wine or champagne in

56 percent, and hard liquor or cocktails in 50 percent. (Figure 9)

52. Alcohol consumption was frequently portrayed in humorous contexts. Nearly half of the

episodes (45 percent) associated alcohol use with humor. (Figure 10)

53. More episodes made drinking alcohol look like a positive experience (40 percent) than a negative

experience (10 percent).

54. Twenty percent of episodes conveyed the idea that drinking alcohol promotes relaxation or

having a good time.

55. Thirteen percent of episodes indicated that alcohol use can impair thinking, speech, or actions.

56. Few episodes expressed positive statements about drinking alcohol (8 percent), negative

statements about drinking alcohol (7 percent), or limits on when, where, or how much should be

consumed (9 percent). In addition, only one episode showed characters who refused a drink

when offered. (Figure 10)
January 2000 Substance Use in Popular Prime-Time Television Page 29 Figure 9 What proportion of major characters use substances? 9% 0% 2% 75% 1% 6% 66% 74% 2% 14% 59% 73% 0% 80% 60% 40% 20% 100% Illicit Drugs Tobacco Alcohol Non-Alcoholic Beverages Under 18 18-39 40 or older Percentages based on 59 characters under 18 years old, 160 characters ages 18-39, 51 characters 40 years or older. Age group:
January 2000 Substance Use in Popular Prime-Time Television Page 30 Percentages based on 32 episodes with any reference to illicit drugs. *Percentage based on 6 episodes portraying drug use. Percentages based on 119 episodes portraying alcohol use. Figure 10 How often are illicit drugs and alcohol associated with: Illicit Drugs Alcohol 47% 41% 3% 0% 67% 0% 20% 40% Anti-use statement 60% 80% 100% Refusal to use Pro-use statement Humor 45% 8%7% 1% 23% 0% 20% 40% 60% 80% 100% Anti-use statement Refusal to use Pro-use statement Humor Negative Consequences Negative Consequences*
January 2000 Substance Use in Popular Prime-Time Television Page 31

57. Negative consequences of alcohol use were either mentioned or portrayed in almost one-fourth of

the episodes (23 percent). Fifteen percent of episodes showed clearly negative consequences to

characters who drank, such as impaired functioning (slurred speech, passing out) and effects on

interpersonal relationships (disapproval from friends, co-workers). In addition, characters talked

about negative consequences (either what had happened or what could happen when alcohol is

consumed) in 11 percent of episodes. (Figure 11)

Tobacco

Percentages are based on 31 episodes that portrayed tobacco use, regardless of popularity

with teens, adults, or both.

58. Characters smoked cigarettes in 68 percent of episodes in which tobacco used was portrayed,

smoked cigars in 36 percent, and smoked pipes or chewed tobacco in 7 percent. (Figure 11)

59. Almost one-fourth of the episodes (23 percent) expressed a negative statement about smoking by

criticizing the habit or communicating limits about where people could smoke. Positive

statements about smokers or smoking occurred in four episodes (13 percent).

60. Negative consequences of smoking were mentioned or portrayed in only two episodes.

Substance Use in Commercial Content

I. How often do substance references occur in prime-time advertisements?

Percentages are based on all 168 episodes, 80 top-rated teen episodes, or 80 top-rated adult

episodes.

61. Ads for alcoholic beverages appeared infrequently - in only 9 percent of all episodes. By

comparison, 38 percent of all episodes contained ads for non-alcoholic beverages.

62. Only one of the top-teen episodes and two of the top-adult episodes contained an advertisement

for beer. (Figure 12)

63. Ads for wine appeared in 8 percent of all episodes, 6 percent of top-teen episodes, and 13 percent

of top-adult episodes. (Figure 12)

64. Ads for medicines that can be obtained only with a doctor’s prescription appeared in 14 percent

of all episodes. These prescription medicine ads appeared in almost as many of the top-teen as

top-adult episodes (11 percent versus 13 percent). (Figure 12)
January 2000 Substance Use in Popular Prime-Time Television Page 32 Figure 11 What types of illicit drugs, tobacco, and alcohol appear? Percentage of episodes with illicit drug references that mention: Percentage of episodes with tobacco portrayals that show use of: Percentage of episodes with alcohol portrayals that show use of: 44% Percentages based on 32 episodes mentioning illicit drug use, 31 episodes portraying tobacco use and 119 episodes portraying alcohol use. Percentages sum to more than 100% because multiple substances appeared in the same episodes. 34% 9% 9% 13% 9% 0% 80% 60% 40% 20% 100% 65% 56% 50% 0% 80%60% 40% 20% 100% 68% 36% 7% 0% 80% 60% 40% 20% 100%

“Drugs”

Heroin or other opiates

Hallucinogens

Powder or crack cocaine

Miscellaneous other

Cigarettes

Cigars

Pipes or chewing tobacco

Beer

Marijuana

Wine or champagne

Hard liquor/ mixed drinks
January 2000 Substance Use in Popular Prime-Time Television Page 33

65. Ads for over-the-counter medicines, such as pain relievers, cold remedies, and smoking cessation

aids appeared in 42 percent of all episodes, 43 percent of top-teen episodes, and 50 percent of

top-adult episodes. (Figure 12)

66. Alcohol use appeared in ads for other products, such as restaurants, credit cards and hotels; 59

percent of top-teen and 60 percent top-adult episodes contained one or more ads like these.

67. Alcohol use appeared in network ads to promote upcoming programs; 50 percent of top-teen and

63 percent of top-adult episodes included one or more promotional spots that portrayed alcohol

use.

68. Anti-drug ads with messages about drug prevention or treatment appeared in 13 percent of all

episodes, 16 percent of top-teen episodes, and 11 percent of top-adult episodes.

69. Anti-smoking ads appeared in 9 percent of all episodes, 11 percent of top-teen episodes, and 5

percent of top-adult episodes.

70. Ads that warned about the dangers of drinking and driving appeared in only one episode.
January 2000 Substance Use in Popular Prime-Time Television Page 34 Figure 12 What proportion of episodes contain commercials for beverages or medications? Percentages based on 80 top-teen episodes, 80 top-adult episodes, or 168 total episodes. 50% 11% 45% 13% 3% 44% 13% 43% 8% 1% 0% 20% 40% 60% 80% 100% Over-the-Counter Medications Prescription Medications Non-Alcoholic Beverages Beer Wine Top-Teen Episodes Top-Adult Episodes All Episodes
January 2000 Substance Use in Popular Prime-Time Television Page 35

Comparing Television and Movies

his study of prime-time television series serves as a companion piece to last

year’s examination of substance portrayals in popular movies and music.28

This allows us to compare how the different media depict substance use.

However, the content of movies, music and television is developed for different

audiences and delivered under different regulatory and economic constraints. This

gives rise to fundamental differences among the media in terms of which topics are

addressed and how any given topic is handled. At the most basic level, each unit

varies greatly in length: a 2-hour motion picture, a 26-minute situation comedy,

and a 5-minute popular song are simply not equivalent. Other obvious differences

among media pertain to the number of characters that can be depicted, how

familiar these characters become to the audience, the depth in which any given

topic or behavior can be portrayed, and the length of time any given behavior can

appear.

In addition, because television messages are transmitted over public airwaves, they are subject to a

variety of FCC regulations that do not apply to movies or popular recordings (except, of course,

when they are transmitted on public airwaves). In short, because each medium requires somewhat

different strategies for quantifying substance depictions, precise comparisons among these media are

not possible. Nevertheless, with that caveat in mind, we offer several comparative observations

about how movies and television portray substances. Popular song lyrics are verbal and brief, and do

not allow for these comparisons.

Movies and television seem equally likely to include references to illegal drugs. Illicit drugs were

referenced in 20 percent of the 168 television episodes examined in this study, and appeared in 22

percent of the 200 movies examined last year. However, movies are far more likely than television

to show illicit drug use. When illicit drug references occur on television, they are much more likely

to be talked about than to be shown. Illicit drug use was shown in just 3 percent of the television

episodes, as opposed to 17 percent of movies. Similarly, major characters were shown actually using

illicit drugs in 2 percent of television episodes but in 12 percent of movies.

The two media also differ in the frequency of anti-use statements about illicit drugs; that is, negative

or critical statements about drugs, drug use or drug users. Forty-one (41) percent of the television

episodes that referred to illicit drugs contained an anti-use statement, but just 9 percent of the movies

 

28 Roberts, D.F., Henriksen, L., Christenson, P. (1999).Substance Use in Popular Movies and Music, Office of National Drug Control Policy, Mediascope.

T
January 2000 Substance Use in Popular Prime-Time Television Page 36

did. In addition, 67 percent of the television episodes with portrayals of illicit drug use mentioned

some kind of negative consequence (e.g., loss of control, vomiting, loss of employment). By

comparison, 52 percent of the movies that portrayed illegal drug use failed to depict any

consequences whatsoever.

Differences in how movies and television portray alcohol and tobacco were also observed. Tobacco

appeared in about one-fifth (22 percent) of the television episodes and alcohol in about three-fourths

(77 percent). Both substances, however, were almost universal in movies: tobacco use was

portrayed in 89 percent of motion pictures and alcohol consumed in 93 percent. The likelihood of a

major character being shown consuming alcohol in the two media was roughly equal: 65 percent of

669 adult major characters in movies consumed alcohol versus 61 percent of 211 adult major

characters in television. About 4 percent of the 80 top-rated television episodes portrayed underage

alcohol use while underage drinking appeared in 15 percent of the top 200 movies. Finally, a major

character was substantially more likely to use tobacco in a movie (25 percent of adult major

characters smoked) than in the television programming examined in this study (8 percent of adult

major characters smoked).

Negative statements about smoking were expressed in 22 percent of the 172 movies in which

smoking was portrayed and in 23 percent of the 31 television episodes in which smoking was

portrayed. The percentage of alcohol-related anti-use statements was also roughly comparable across

the two media; 8 percent of 119 television episodes and 9 percent of 183 movies in which alcohol use

was portrayed contained anti-use statements. Pro-use statements, on the other hand, were more likely

to be encountered in movies (20 percent in which alcohol was portrayed) than in the comparable set

of television episodes (3 percent of those in which alcohol was portrayed). A drink was refused in a

higher proportion of movies (14 percent) than television episodes (1 percent). Alcohol use was

associated with “no consequences” in 57 percent of the movies in which it occurred, but with

negative consequences in 67 percent of the television episodes in which it occurred.

In conclusion, setting aside the issue of whether or not MPAA ratings serve to control young

people’s access to movies, it seems that prime-time television series offer a somewhat safer

environment for young viewers than do popular motion pictures. Illicit drugs are substantially less

likely to be portrayed concretely in television series than in movies, and when they are referred to,

television is more likely to associate illicit drugs with anti-use sentiments and negative consequences,

and less likely to link them to pro-use statements. Finally, young viewers are also substantially less

likely to observe smoking on television, and slightly less likely to observe alcohol consumption.
January 2000 Substance Use in Popular Prime-Time Television Page R-1

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Appendix A:

Prime-Time Television Study Samp

Show Title Network Day Broadcast

Time (PM)2

7th Heaven WB Mon 8:00Ally McBeal FOX Mon 9:00Beverly Hills, 90210 FOX Wed 8:00Boy Meets World ABC Fri 8:30Brother’s Keeper ABC Fri 9:30Buffy the Vampire Slayer WB Tue 8:00Charmed WB Wed 9:00Clueless UPN Tue 8:30Dawson’s Creek WB Wed 8:00Dharma & Greg ABC Wed 8:00The Drew Carey Show ABC Wed 9:00E.R. NBC Thu 10:00Felicity WB Tue 9:00For Your Love WB Thu 9:30Frazier NBC Thu 9:00Friends NBC Thu 8:00Guys Like Us UPN Mon 8:00Home Improvement ABC Tue 8:00The Jamie Foxx Show WB Thu 8:30Jesse NBC Thu 8:30Just Shoot Me NBC Tue 9:00

Show Title NeKing of the Hill FMalcolm & Eddie UMelrose Place FMoesha UNYPD Blue AParty of Five FSabrina, the Teenage Witch AThe Simpsons FSister, Sister Smart Guy Spin City AThe Steve Harvey Show That ‘70s Show FTwo Guys, a Girl, and a Pizza Place ATwo of a Kind AUnhappily Ever After Veronica’s Closet NWalker, Texas Ranger The Wayans Bros. Working NThe X-Files F

1 The shows excluded from the African-American teen list were: Guinness World Records, CBS NFL Football, Wonderful World of Disney, 

Fox NFL Football, One World, CBS Tuesday Movie, and NBC Sunday Night Movie. The shows excluded from the Hispanic teen list were: Wonderful World of Disney, World's Wildest Police Videos, and King of the Hill reruns broadcast in a second time-slot. The shows excludeGuinness World Records, Wonderful World of Disney, and World's Wildest Police Videos. The shows excluded from the general teen list wWonderful World of Disney, World's Wildest Police Videos, and the NBC Sunday Night Movie. The show excluded From the adult (ages 2Night Football.

2 Broadcast times refer to Pacific Standard Time (for the Los Angeles media market).
January 2000 Substance Use in Popular Prime-Time Television Page B-1

Appendix B:

Adolescents and Television

Teenagers are major consumers of entertainment media, and so it is widely believed that they

may be influenced by the depiction of alcohol, tobacco, and illicit drugs on television. The

following statistics indicate the importance that television plays in the lives of young people.

! 98 percent of American households have a television set.29

! Nearly 87 percent of households with young people ages 2-17 years have two or more

television sets.30

! More than 60 percent of teenagers have television sets in their bedrooms.31 Young people

who have sets in their bedrooms watch 21 more minutes per day than those without.32

! Young people (ages 8-18) watch TV more than 3 hours per day.33

! White youth (ages 8-18) watch television nearly 3 hours per day.34

! Hispanic youth watch television nearly 4 hours per day.35

! African-American youth watch television over 4 1⁄2 hours per day.36

! 77 percent of families have cable/pay TV.37

! 78 percent of Americans consider watching TV with their children to be a family activity.38

! Two-thirds of children 8 years and older say that the TV is usually on during meals.39

! Teenage boys spend nearly twice as much time watching MTV as reading for pleasure.40

Girls ages 11-19 watch MTV more than any other network.41

 

29 Nielsen Media Research, 1998.

30 Stranger, J.D. and Gridina, N. Media in the Home: The Fourth Annual Survey of Parents and Children. The Annenberg Public Policy Center

of the University of Pennsylvania, 1999.

31 Goodstein, L. & Connelly, M. “Teen-Age Poll Finds Support For Tradition.” New York Times, April 30, 1998. 32 Television in the Home: The 1997 Survey of Parents and Children. The Annenberg Public Policy Center of the University of Pennsylvania,

1997.

33 Roberts, D.F., Foehr, U.G., Rideout, V.J., & Brodie, M. (1999). Kids and Media at the New Millennium. Menlo Park, CA: The Henry J.

Kaiser Family Foundation.

34 Roberts, D.F., Foehr, U.G., Rideout, V.J., & Brodie, M.

35 Roberts, D.F., Foehr, U.G., Rideout, V.J., & Brodie, M. 36 Roberts, D.F., Foehr, U.G., Rideout, V.J., & Brodie, M.

37 Stanger, J. D. and Gridina, N.

38 “Portrait of the American TV Household,” Fact Sheet. USSB Telescope Survey. August 18, 1995.

39 Jensen, E. “Study Finds TV Tops Kids’ Big Diet of Media” (as cited from the “Kids & Media @ the New Millennium” study by the Kaiser

Family Foundation). Los Angeles Times, November 18, 1999.
January 2000 Substance Use in Popular Prime Time Television Page B-2

! Nearly 30 percent of young people (ages 10-17) say they watch shows their parents would

not approve of.42

! More 10- to 17-year-olds recognize the Budweiser frogs and lizards (67 percent), Joe Camel

(69 percent), and “The Simpsons” (91 percent) than know the name of the Vice President of

the United States (62 percent).43

! Studies suggest that higher rates of television viewing are correlated with increased tobacco

usage, increased alcohol intake and younger onset of sexual activity.44

! 61 percent of young people (ages 10-17) say television does more than harm.45

 

40 Kakutani, M., “Adolescence Rules!” The New York Times, May 11, 1996. 41 Saatchi & Saatchi, SmartGirl Internette and Teenage Research Unlimited. Kidscreen, August 1998. 42 Stranger, J.D. and Gridina, N. Media in the Home: The Fourth Annual Survey of Parents and Children. 43 Stranger, J.D. and Gridina, N. Media in the Home: The Fourth Annual Survey of Parents and Children. 44 “Facts About Media Violence.” American Medical Association, 1996.

45 Stranger, J.D. and Gridina, N. Media in the Home: The Fourth Annual Survey of Parents and Children.
Acknowledgments

MEDIASCOPE

Senior Project Team

Hubert D. Jessup, President

Laurie Trotta, Executive Director

 Administrative Staff Video Engineers

Julie Abdul-Wahid David Gionovarrio

 Lisa Allen Shana Honeyman

 Meg Helgerson Michael Moran

 Bikki Johnson Tina Pederson

 Heather Jue Marty Romero

 Jacqueline McMahon

 Leslie Price

 Nathalie Valdez

STANFORD UNIVERSITY

Project Coordinators

Elizabeth Bandy

Selena Burns

Research Assistants

Christopher Castro

Katie Kozuki

Page Hayton

Sarah Esberg

Stacey Nordwall

LEWIS & CLARK

Project Coordinators

William Bahrenburg

Randall Olson

Research Assistants

Anissa Beasley

Joel Borgman

Nedra Howsden

Warren Murray

Courtney Nunns

INFORMATION RESOURCES

George Austin Associates, Portland, OR

Walkabout Pictures, Los Angeles, CA

Nielsen Media Research

Olgivy & Mather, New York, NY