Journal
BMC PUBLIC HEALTH
Volume 14, Issue -, Pages -Publisher
BMC
DOI: 10.1186/1471-2458-14-473
Keywords
Advertising; Sport; Media
Categories
Funding
- Centre for Translational Research in Public Health
- British Heart Foundation
- Cancer Research UK
- Economic and Social Research Council
- Medical Research Council
- National Institute for Health Research
- UK Clinical Research Collaboration
- ESRC [ES/G007470/1] Funding Source: UKRI
- MRC [G0701873] Funding Source: UKRI
- Economic and Social Research Council [ES/G007470/1] Funding Source: researchfish
- Medical Research Council [G0701873, MR/K02325X/1] Funding Source: researchfish
Ask authors/readers for more resources
Background: Alcohol marketing includes sponsorship of individuals, organisations and sporting events. Football (soccer) is one of the most popular spectator sports worldwide. No previous studies have quantified the frequency of alcohol marketing in a high profile international football tournament. The aims were to determine: the frequency and nature of visual references to alcohol in a representative sample of EURO2012 matches broadcast in the UK; and if frequency or nature varied between matches broadcast on public service and commercial channels, or between matches that did and did not feature England. Methods: Eight matches selected by stratified random sampling were recorded. All visual references to alcohol were identified using a tool with high inter-rater reliability. Results: 1846 visual references to alcohol were identified over 1487 minutes of broadcast - an average of 1.24 references per minute. The mean number of references per minute was higher in matches that did vs did not feature England (p = 0.004), but did not differ between matches broadcast on public service vs commercial channels (p = 0.92). Conclusions: The frequency of visual references to alcohol was universally high and higher in matches featuring the only UK home team - England - suggesting that there may be targeting of particularly highly viewed matches. References were embedded in broadcasts, and not particular to commercial channels including paid-for advertising. New UK codes-of-conduct on alcohol marketing at sporting events will not reduce the level of marketing reported here.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available