Report

Alcohol and junk food advertising and promotion through sport

27 Mar 2014
Description

The purpose of this research was to identify the amount, and classify the nature of, alcohol and junk food advertising and promotion through sport on broadcast television in Victoria.

Introduction

It is widely recognised that alcohol and obesity are major risk factors for disease and that problems related to alcohol and junk food consumption are both considerable and of global concern. There is a large body of evidence that television advertising is an important influence on the values, attitudes, and behaviours of children and young people.

The findings of research undertaken in both Australia and abroad show that attitudes and assumptions about drinking alcohol are not only shaped by the content of advertising, but also by the sheer volume and variety of marketing. The purpose of this research was to identify the amount, and classify the nature of, alcohol and junk food advertising and promotion through sport on broadcast television in Victoria.

Key findings

• Victorian television viewers are exposed to a higher volume of junk food and alcohol advertising during sports broadcasts than during other programming.

• Nearly half of all junk food (45.7%) and alcohol advertisements (49.5%) broadcast during July 2010 and January 2011 were shown during sports broadcasts. This is despite the fact that sports broadcasts made up just 29% of programming during these periods.

• When comparing in-game (ground and uniform signage) and in-break advertising, it was clear that viewers had significantly more time exposure to alcohol, junk food and sugary drinks products through in-game advertising than they did through in-break advertising.

• The average in-game advertising time of alcohol, junk food and sugary drinks products ranged from an average of 12% of total screen time across the Australian Football League (AFL) broadcasts to an average of 8%, 16.4% and 61.3% across Test Cricket, One Day International (ODI) and 20/20 (T20) broadcasts during the cricket season.

Publication Details
Published year only: 
2014
15
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