89.6% of residents of Kyiv, who saw commercials of alcohol brands on television, believe that these videos are advertising of alcoholic beverages. This is confirmed by a survey conducted by the Kyiv International Institute of Sociology *.

During the survey respondents were asked if they saw any informational clips about alcoholic beverages on television last week. About half of respondents said that during the week prior to the survey they saw informational clips branded by trademarks "Perepilka" and "Plakucha verba" ("Plakuchaya iva") (51.4% and 50.4% respectively). About a third part of respondents (32.6%) saw commercials branded by "Celsius", just over a quarter of respondents saw commercials branded by "Khortytsya" (27.7%) and «Medoff" (26.8%).

According to the study, mentioning of the "Medoff" brand is higher among respondents with higher incomes; and mentioning of the brands "Plakucha verba" and "Perepilka" is higher among people with a vocational secondary or higher education. Representatives of the oldest age group can less remember almost all advertised brands.

Approximately one in seven (15.1%) of the respondents buy alcohol brands, which informational videos were watched on television by him. The influence of advertising decreases with increasing of age of respondents; the younger respondents are, the more often they answer that they buy the trademarks which they saw on TV. This answer was given by 20.1% of respondents aged 18-29 years and only by 10.5% of those age 60 and older.

Application

If you watch television, you've probably seen informational videos about alcoholic beverages. Can you remember the names of products, which commercials you saw last week?

• “Medoff” - 26.8%

• “Khortytsya” - 27.7%

• “Plakucha verba” - 50.4%

• “Perepilka” - 51.4%

• “Celsius” - 32.6%

• Other - 3.5%

It is believed that alcohol brands videos broadcasted on TV are advertisings of alcoholic beverages. How do you think?

• Totally agree - 71.2%

• Somewhat agree - 18.4%

• Strongly disagree - 3.2%

• Do not know - 2.7%

What brand you choose when buying alcohol?

• Rather those, which commercials I saw on television - 15.1%

• Rather, other - 68.7%

• Do not know - 16.3%

* The survey was conducted in the period from 4^th to 10^th February, 2013. 2000 respondents were interviewd by means of telephone interviews method (CATI), aged 18 and older, living in Kiev. Sample is quota. Error random for sample of the same size would not exceed 2.2% excluding the design-effect.

The survey involved only those respondents who watch television.