Letter To The President: NCAA Schools Seek To Curb Alcohol Ads
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Some College Presidents And ADs Asking Brand
To Reconsider NCAA's Alcohol Advertising Policies |
More than 100 college presidents and ADs yesterday wrote a letter to NCAA President Myles Brand "calling beer advertising 'embarrassingly prominent' during NCAA men's basketball tournament broadcasts," according to Justin Pope of the AP. The letter asked the NCAA to "reconsider its policies on alcohol advertising." The Center for Science in the Public Interest in DC, which helped organize the letter, "accused the NCAA of violating its own policies that supposedly limit beer advertising to 60 seconds per hour and no more than 120 seconds per telecast." The center said that it "counted 200 seconds and 240 seconds of beer advertising" during Saturday's two semifinal games of the men's basketball Final Four and 270 seconds Monday during the Kansas-Memphis national championship game. The NCAA bylaws "do not allow any advertising for hard alcohol." The NCAA did not immediately respond to requests for comment, nor did a CBS spokesperson, whose net broadcast the Final Four (AP, 4/9).
THE LETTER: The letter to Brand read in part, "We find it odd that the NCAA's advertising and promotional standards purport to 'exclude those advertisements and advertisers ... that do not appear to be in the best interests of higher education and student-athletes,' yet allow beer advertising. ... Recent data on advertising expenditures during last year's NCAA tournament, released by TNS Media Intelligence, cast significant doubt about the effectiveness of the NCAA's beer advertising limits and strongly suggest that beer advertising is embarrassingly prominent during the NCAA basketball tournament. According to TNS, advertising expenditures by two brewers ranked fourth and fifth among top tournament advertisers. Among the top five, the beer category ranked second, behind automobiles. ... NCAA allowance of beer advertising serves to enrich broadcasters unnecessarily at the expense of the values of sports and higher education" (THE DAILY).
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