Although 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 African-American 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 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 African-American 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.
• 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.

• 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.

• 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.

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.

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).

¹ Roberts, D.F., Henriksen, L., Christenson, P. (1999). Substance Use in Popular Movies and Music, Office of National Drug Control Policy, Mediascope.