Document Detail

Cricket: notching up runs for food and alcohol companies?
MedLine Citation:
PMID:  20920100     Owner:  NLM     Status:  MEDLINE    
OBJECTIVE: To analyse sports sponsorship by food and alcohol companies by quantifying the proportion of time that the main sponsor's logo was seen during each of three cricket telecasts, the extent of paid advertising during the telecast and the contribution by the main sponsor to this, and to describe the associated ground advertising. METHODS: DVD recordings of the three telecasts were analysed for visibility of the main sponsor's logo during actual playing time and for each sponsor's proportion of the advertising time during breaks in telecast. RESULTS: The main sponsor's logo was visible on a range of equipment and clothing that resulted in it being clearly identifiable from 44% to 74% of the game time. The proportion of paid advertising time in these three telecasts varied from 3% to 20%, reflecting the difference in advertising content of paid television versus free-to-air. IMPLICATIONS: While television food advertising to children is under review, sporting telecasts also reach children and, until recently, have avoided scrutiny. This content analysis of three recent cricket telecasts reveals an unacceptable level of exposure to food and alcohol marketing, particularly in the form of the main sponsor's logo. Sponsorship is not covered by the voluntary codes of practice that address some forms of advertising. A new system of regulation is required to reduce this unacceptable level of exposure.
Jill Sherriff; Denise Griffiths; Mike Daube
Publication Detail:
Type:  Journal Article    
Journal Detail:
Title:  Australian and New Zealand journal of public health     Volume:  34     ISSN:  1753-6405     ISO Abbreviation:  Aust N Z J Public Health     Publication Date:  2010 Feb 
Date Detail:
Created Date:  2010-10-05     Completed Date:  2010-10-25     Revised Date:  -    
Medline Journal Info:
Nlm Unique ID:  9611095     Medline TA:  Aust N Z J Public Health     Country:  Australia    
Other Details:
Languages:  eng     Pagination:  19-23     Citation Subset:  IM    
Copyright Information:
© 2010 The Authors. Journal Compilation © 2010 Public Health Association of Australia.
Curtin Health Innovative Research Institute, Curtin University of Technology, Western Australia.
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MeSH Terms
Advertising as Topic / statistics & numerical data,  trends*
Alcoholic Beverages / economics*
Financial Support*
Food Industry / economics*,  statistics & numerical data
Marketing / methods,  trends
Time Factors

From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine

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