If people didn't watch the show and (it would) get bad ratings, stations would drop it and that's what happened.

This change would leave 79 percent of television programming available for alcohol advertising and would reduce youth exposure to alcohol advertising by 20 percent.

At the end of the day we know how to reduce and prevent underage drinking. What is lacking is the will to put what we know to work on behalf of our youth.

Underage drinking costs the United States more than $62 billion each year. At this crucial time when research shows that girls are binge drinking with alarming regularity, more must be done to reduce youth access to alcohol, and the appeal of alcohol to our youth.

The industry can do a better job at protecting kids from these ads. Kids are not even a legal audience for this industry. If kids are more likely to see the ads than adults are, then the industry is wasting a lot of money. In addition, they are putting kids at higher risk than they need to be.

The more alcohol advertising kids are exposed to, the more likely they are to drink, and drink heavily. We have stronger and stronger research showing there is a link to advertising.