Working from alcohol company documents submitted to them, the Federal Trade Commission estimated in 1999 that the alcohol industry's total expenditures to promote alcohol (including through sponsorship, Internet advertising, point-of-sale materials, product placement, brand-logoed items and other means) were three or more times its expenditures for measured media advertising.20 This would mean that the alcohol industry spent approximately $6 billion or more on advertising and promotion in 2005. The Center on Alcohol Marketing and Youth at Georgetown University has found that: Between 2001 and 2005, youth exposure to alcohol advertising on television in the U.S. increased by 41%. Much of this increase resulted from the rise in distilled spirits advertising on television from 1,973 ads in 2001 to 46,854 ads in 2005.21 Youth exposure to alcohol advertising in magazines decreased by 31% between 2001 and 2004. In 2004, more than half of youth exposure to alcohol advertising in magazines came from 22 brands, all of which exposed youth to their advertising more effectively than adults.22 In a sample of radio advertising for the 25 leading alcohol brands in the summer of 2004, more than two-thirds of youth exposure to alcohol advertising came from ads placed on youth-oriented programming, defined as programming with youth audiences larger than the population of youth ages 12 to 20 in the local market.23 From 2001 though 2003, youth in the United States were 96 times more likely per capita to see an ad promoting alcohol than an industry ad discouraging underage drinking.24 In fact, compared to underage youth, adults age 21 and over were nearly twice as likely per capita to see advertising discouraging underage drinking.25 A study of alcohol advertising in magazines from 1997 to 2001 found that the number of beer and distilled spirits ads tended to increase with a magazine's youth readership. For every 1 million underage readers ages 12-19 in a magazine, researchers found 1.6 times more beer advertisements and 1.3 times more distilled spirits advertisements.26