The purpose of this study was to determine the extent to which adolescents classified as light, moderate, or heavy television viewers differ regarding alcohol use. The extent to which demographic variables mediate the television-alcohol association also was investigated. A total of 394 high school males completed a written questionnaire to assess television and drinking practices. As hypothesized, heavy viewers consumed alcohol significantly more often than did light and moderate viewers, especially the former, particularly when demographic variables were controlled simultaneously. Television as a powerful and pervasive influence on youth, containing many undesirable health messages, is discussed.