Allen, Philip and O’Brien, Kerry S. and Carr, Sherilene and Ferris, Jason and Room, Robin and Miller, Peter and Livingston, Michael and 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). e0134889. ISSN 1932-6203

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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 esti- mated 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 lit- tle 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 adver- tising, 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 per- mitting 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.

Item Type:	Article
Keywords:	RESEARCH ARTICLE Alcohol; Advertising; Sport and Non-Sport TV; Australia; Children’s Viewing Times;
Academic Unit:	Faculty of Science and Engineering > Psychology
Item ID:	15652
Identification Number:	https://doi.org/10.1371/journal.pone.0134889
Depositing User:	Dermot Lynott
Date Deposited:	09 Mar 2022 12:48
Journal or Publication Title:	PLOS ONE
Publisher:	Public Library of Science
Refereed:	Yes
URI:	Publisher
Use Licence:	This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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