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Unhealthy sport sponsorship at the 2017 AFL Grand Final: a case study of its frequency, duration and nature.
- Source :
-
Australian and New Zealand journal of public health [Aust N Z J Public Health] 2019 Aug; Vol. 43 (4), pp. 366-372. Date of Electronic Publication: 2019 Jul 09. - Publication Year :
- 2019
-
Abstract
- Objective: To assess the frequency, duration and nature of unhealthy marketing during the highest-rating sporting event in Australia in 2017.<br />Methods: A content analysis of the 2017 Australian Football League (AFL) Grand Final television broadcast identified episodes of unhealthy food and sugary drink, alcohol and gambling marketing (and pro-health marketing as a comparison).<br />Results: There were 559 unhealthy marketing episodes (47 minutes 17 seconds). Most (81%) were for unhealthy food and sugary drink products, while alcohol (9%) and gambling (10%) were less frequent. The total duration of unhealthy marketing was delivered primarily via fixed advertising (55%), dynamic advertising (32%) and branded objects (11%). For unhealthy food and sugary drinks, at least one episode was visible 25% of the time. For each of alcohol and gambling, at least one episode was visible 4% of the time. Unhealthy food and sugary drink marketing peaked in Quarter 2. Pro-health marketing was limited, with 26 episodes (2 minutes 59 seconds).<br />Conclusions: The 2017 AFL Grand Final broadcast featured a high frequency and extensive duration of unhealthy marketing, especially for unhealthy food and sugary drink brands. Implications for public health: Findings strengthen evidence supporting calls to increase regulation of sport sponsorship by unhealthy brands.<br /> (© 2019 Cancer Council Victoria.)
Details
- Language :
- English
- ISSN :
- 1753-6405
- Volume :
- 43
- Issue :
- 4
- Database :
- MEDLINE
- Journal :
- Australian and New Zealand journal of public health
- Publication Type :
- Academic Journal
- Accession number :
- 31287936
- Full Text :
- https://doi.org/10.1111/1753-6405.12920