Maddaloni More of us are spending increasing amounts of time watching television shows and consuming materials from other media where advertisements are rampant. Is there a link between adverts consumed and subsequent behavior? The researchers who investigated this question in the United States concluded that there is a connection. They found that exposure to alcohol adverts on TV was associated with increased consumption of alcohol and a drinking behavior. While we can interpret their results to mean that the adverts were effective, it is key to remember that excessive alcohol is harmful.