1. 2007 Family Talk About Drinking Study

2. Introduction The 2007 Family Talk Study was conducted by Data Development Worldwide among those individuals who had called Anheuser-Busch and requested the Family Talk About Drinking materials in 2006. 248 interviews were completed in January 2007.

3. Summary Parents believe they play a critical role in an underage person’s decision to drink alcohol or not (99%), and they believe that role should begin fairly early in a young person’s life (9 years of age). 99% of parents say that it’s important for parents to talk to their children about drinking and that every parent should have the Family Talk About Drinking materials (94%) that they themselves used with their children. Parents also believe that FTAD program components are useful: 95% say this of Family Talk About Drinking materials. 95% of parents feel this way about the Parent Guide. 96% of parents rate the Family Talk video as useful. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.

4. Summary Most parents (66%) are watching the Family Talk video with their children. Parents watched the video an average of 1.6 times, and 96% report that it was useful in talking to their children. Parents agree “the Parent Guide is well written” (92%). Parents agree “The materials have good ideas about how to talk to children about peer pressure” (93%). Parents also say that they would recommend Family Talk Materials to other parents (93%). Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.

5. Summary DVDs top the list as the format most preferred by parents for FTAD materials with a total preference of 71% in 2007. The second most preferred format for FTAD materials is printed booklet. Total preference score for printed booklet is 42%. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.

6. Q15b What role would you say parents play in an underage person’s decision to drink or not drink alcohol? Would you say the role of parents is critical in their children’s decision, important but not critical, not too important, or not all important? Role Parents Play In Underage Person’s Decision To Drink Alcohol or Not

7. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q2. How would you rate the Family Talk materials? Rating of Family Talk About Drinking Materials 96% Rate Materials Excellent or Good

8. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q4. And overall, would you say that the materials have been very useful, somewhat useful, not too useful or not useful at all to you in addressing those reasons? Overall Usefulness of Family Talk About Drinking Materials 95% Rate Materials Useful

9. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q5. Why do you say that? Base: All rated very useful/ somewhat useful: n = 220 Reasons For Rating Family Talk Materials Very/Somewhat Useful Net: Informative42% Informative (general)18% Explains to kids9% Good topic/examples for discussion5% Educational/helps teach4% Good as a backup/reinforcement5% Lots of information/answered questions5% Net: Helps dealing with kids26% Provide occasion to talk with kids4% Helps in talking with kids8% Helps/prevents kids from drinking/helps with kids4% Net: Well presented11% Easy to understand3% Well presented (general)6% Interesting/enjoyable materials3% Kids related well/were attentive1% Useful7% Others*

10. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q8. Thinking specifically about the Parent Guide you received, did you find it to be…. Q11. Overall, did you find the video to be….n=80 Usefulness Rating of Family Talk Materials Usefulness of Parent Guide Base: Among those expressing an opinionBase: All watched video Usefulness of Videotape 95%96%

11. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q15d. I’m going to read you some statements and I would like to know how much you agree or disagree with each statement. First… do you, strongly agree, agree, disagree, or strongly disagree with this statement? Attitudes Toward Parenting

12. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q14a. I’m going to read you some things that other people have told us about the Family Talk materials. For each one, please tell me whether you Strongly agree, agree a little, disagree a little or strongly disagree with the statement. Let’s start with... * Among those who received video (n=53) Parent Attitudes

13. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q14a. I’m going to read you some things that other people have told us about the Family Talk materials. For each one, please tell me whether you Strongly agree, agree a little, disagree a little or strongly disagree with the statement. Let’s start with... * Among those who received video (n=50) Parent Attitudes Among those that have used materials

14. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q14a. I’m going to read you some things that other people have told us about the Family Talk materials. For each one, please tell me whether you Strongly agree, agree a little, disagree a little or strongly disagree with the statement. Let’s start with... Parent Attitudes

15. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q14a. I’m going to read you some things that other people have told us about the Family Talk materials. For each one, please tell me whether you Strongly agree, agree a little, disagree a little or strongly disagree with the statement. Let’s start with... Parent Attitudes Among those that have used materials

16. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q14a. I’m going to read you some things that other people have told us about the Family Talk materials. For each one, please tell me whether you Strongly agree, agree a little, disagree a little or strongly disagree with the statement. Let’s start with.. * Among those who received video (n=53). Percent who “strongly agree” Parent Attitudes

17. Percent who “agree” Parent Attitudes Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q14a. I’m going to read you some things that other people have told us about the Family Talk materials. For each one, please tell me whether you Strongly agree, agree a little, disagree a little or strongly disagree with the statement. Let’s start with... * Among those who received video (n=53).

18. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q14b. Since receiving the materials, have you recommended the Family Talk materials to other parents? Recommended Family Talk Materials To Other Parents

19. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q1. How did you originally find out about the Family Talk program? Source of Awareness About Family Talk Program

20. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q3. Please tell me one or two major reasons why you requested them? Base: All Reasons For Requesting Family Talk Materials Net: Planned Use70% Teach/educate kids10% Learn to talk with kids/children about it14% Help kids with peer pressure7% Keep kids from drinking10% To learn more about it2% Be more prepared/pro-active/increase awareness5% Provides occasion to talk to kids1% Can share with other parents1% Others* Net: Children Need it58% Have teens22% Have kids approaching age for discussion11% Have kids/children23% Have child who is drinking2% Have young/small children2%

21. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q3. Please tell me one or two major reasons why you requested them? Base: All Reasons For Requesting Family Talk Materials (cont’d.) Net: Important Topic19% Have alcoholism in family 3% Important topic 4% Want information about responsible drinking 1% Big problem in school/community/town 5% Concerned about drunk driving 7% Net: Professional Interest7% Nurse/counselor/therapist 3% Teach school 4% Curious/ interested in information 6% Just wanted information 2% Good/ useful information 6% It was free 3%

22. Usage Of Family Talk Materials Have used FTAD materials85% Used in past 6 months 85% Used in past 3 months 84% Used in past month 73% Don’t know/no answer12% Average number of months had FTAD materials4.4 Average number of times used Past month 2.9 Past 3 months 5.1 Past 6 months 6.6 Appropriate age for parents to talk to children about drinking and peer pressure (Average Age) 9.1 Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q6. About how many times did you use the Family Talk information, if any, in the past month? Q6a. And about how many times, if any, would you say you used the information in the last three months? Q6b. And, how many times, if any in the past six months? Q7. And about how long have you had the materials?

23. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q9. Did you receive a videotape along with the Family Talk Parent Guide? Q10. Did you ever watch the video? B=205 *Based on TR Whether Received Family Talk Video Base: AllBase: All received videotape Whether Ever Watched Family Talk Video Whether Received and Watched Family Talk Videotape

24. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q10a. Why didn’t you watch the video? Base: All received videotape, but have not watched it: n = 120 Reasons For Not Watching Videotape

25. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q12. Did you ever watch the video with your child or children? Base: Have watched videotape, n=80 Base: All watched videotape Whether Watched Family Talk Videotape With Children

26. Number Of Times Watched Family Talk Video With Children Once68% Twice15% Three times9% More than three times8% Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q13. Approximately how many times have you watched it with your child or children? n=53

27. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q15. I’m going to read you five different ways Family Talk About Drinking materials might be provided. Please tell me which one would you most prefer? And, which method would you 2nd most prefer? Preferred Method For Receiving Family Talk Materials

28. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q15a. Why is ……your 1st most preferred method? Base: The 24% that mentioned printed booklet as most preferred choice: n = 59 *Caution Small Base Size Reasons For Preferring Family Talk Materials Via Printed Booklet*

29. Source: 2007 Family Talk About Drinking Study, Data Development Worldwide. Q15a. Why is ……your 1st most preferred method? Base: The 50% that mentioned DVD as most preferred choice: n = 123 Reasons For Preferring Family Talk Materials Via DVD

30. Demographic Profile Sex Male30% Female70% Race/Ethnicity White85% Black14% Native American1% Hispanic2% Average age45.4 Education Grade school or less1% Some high school3% High school Graduate22% Some college21% College Graduate38% Post Graduate15% Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.

31. Demographic Profile Marital Status Married/living as married83% Not married17% Refused1% Children in Household Less than 6 years old21% 6 – 12 years old51% 13 – 17 years old77% 18 years or older23% Median Household Income$58,400 Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.

32. Technology Ownership Own Personal Computer90% VCR94% DVD Player98% Access to the Internet (Net)90% Home24% Office4% Both62% Don’t Have Access to the Internet10% Source: 2007 Family Talk About Drinking Study, Data Development Worldwide.