Alcohol advertising in sport and non-sport TV in Australia, during children's viewing times

O'Brien, Kerry S., Carr, Sherilene, Ferris, Jason, Room, Robin, Miller, Peter, Livingston, Michael, Kypri, Kypros and Lynott, Dermot (2015) Alcohol advertising in sport and non-sport TV in Australia, during children's viewing times. PLoS One, 10 8: 1-9. doi:10.1371/journal.pone.0134889


Author O'Brien, Kerry S.
Carr, Sherilene
Ferris, Jason
Room, Robin
Miller, Peter
Livingston, Michael
Kypri, Kypros
Lynott, Dermot
Title Alcohol advertising in sport and non-sport TV in Australia, during children's viewing times
Journal name PLoS One   Check publisher's open access policy
ISSN 1932-6203
Publication date 2015-08
Sub-type Article (original research)
DOI 10.1371/journal.pone.0134889
Open Access Status DOI
Volume 10
Issue 8
Start page 1
End page 9
Total pages 9
Place of publication San Francisco, CA, United States
Publisher Public Library of Science
Collection year 2016
Language eng
Abstract Estimate the amount of alcohol advertising in sport vs. non-sport programming in Australian free-to-air TV and identify children’s viewing audience composition at different times of the day. Alcohol advertising and TV viewing audience data were purchased for free-to-air sport and non-sport TV in Australia for 2012. We counted alcohol advertisements in sport and non-sport TV in daytime (6am-8.29pm) and evening periods (8.30pm-11.59pm) and estimated viewing audiences for children and young adults (0–4 years, 5–13 years, 14–17 years, 18–29 years). During the daytime, most of the alcohol advertising (87%) was on sport TV. In the evening, most alcohol advertising (86%) was in non-sport TV. There was little difference in the mean number of children (0–17 years) viewing TV in the evening (N = 273,989), compared with the daytime (N = 235,233). In programs containing alcohol advertising, sport TV had a greater mean number of alcohol adverts per hour (mean 1.74, SD = 1.1) than non-sport TV (mean 1.35, SD = .94). Alcohol advertising during the daytime, when large numbers of children are watching TV, is predominantly in free-to-air sport TV. By permitting day-time advertising in sport programs and in any programs from 8.30pm when many children are still watching TV, current regulations are not protecting children from exposure to alcohol advertising.
Keyword Industry sponsorship
Television
Exposure
Adolescents
Drinking
Advertisements
Frequency
Context
Media
Ads
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Institute for Social Science Research - Publications
Official 2016 Collection
 
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