Alcohol marketing in televised international football: frequency analysis.
Alcohol marketing in televised international football: frequency analysis.
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DOI：
10.1186/1471-2458-14-473
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发表时间：
2014-05-20
影响因子：
4.5
通讯作者：
White M
中科院分区：
文献类型：
--
作者：
Adams J;Coleman J;White M
酒类营销包括对个人、组织和体育赛事的赞助。足球是世界上最受欢迎的观赏性体育运动之一。以前没有研究量化了在一个备受瞩目的国际足球锦标赛中酒精营销的频率。目的是确定：2012年欧洲足球锦标赛的代表性样本中，在英国播出的比赛中，对酒精的视觉参考的频率和性质;以及在公共服务和商业频道播出的比赛之间，或者在有英格兰和没有英格兰特色的比赛之间，频率或性质是否有所不同。通过分层随机抽样选择的八场比赛被记录。使用具有高评分者间可靠性的工具识别所有与酒精有关的视觉参考。在1487分钟的广播中，发现了1846个关于酒精的视觉参考-平均每分钟1.24个参考。每分钟的平均引用次数在没有英格兰的比赛中更高（p = 0.004），但在公共服务与商业频道之间没有差异（p = 0.92）。在英国唯一的主队-英格兰队的比赛中，视觉参考酒精的频率普遍很高，这表明可能有针对性的特别高的观看比赛。广播中嵌入了参考信息，而不是专门针对商业频道，包括付费广告。新的英国体育赛事酒精营销行为守则不会降低这里报道的营销水平。
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. Eight matches selected by stratified random sampling were recorded. All visual references to alcohol were identified using a tool with high inter-rater reliability. 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). 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.