Document Detail

Alcohol marketing in televised international football: frequency analysis.
MedLine Citation:
PMID:  24885718     Owner:  NLM     Status:  Publisher    
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.
Jean Adams; James Coleman; Martin White
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Publication Detail:
Type:  JOURNAL ARTICLE     Date:  2014-5-20
Journal Detail:
Title:  BMC public health     Volume:  14     ISSN:  1471-2458     ISO Abbreviation:  BMC Public Health     Publication Date:  2014 May 
Date Detail:
Created Date:  2014-6-2     Completed Date:  -     Revised Date:  -    
Medline Journal Info:
Nlm Unique ID:  100968562     Medline TA:  BMC Public Health     Country:  -    
Other Details:
Languages:  ENG     Pagination:  473     Citation Subset:  -    
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