Curtin Health Innovative Research Institute, Curtin University of Technology, Western Australia.
Aust N Z J Public Health. 2010 Feb;34(1):19-23. doi: 10.1111/j.1753-6405.2010.00468.x.
To analyse sports sponsorship by food and alcohol companies by quantifying the proportion of time that the main sponsor's logo was seen during each of three cricket telecasts, the extent of paid advertising during the telecast and the contribution by the main sponsor to this, and to describe the associated ground advertising.
DVD recordings of the three telecasts were analysed for visibility of the main sponsor's logo during actual playing time and for each sponsor's proportion of the advertising time during breaks in telecast.
The main sponsor's logo was visible on a range of equipment and clothing that resulted in it being clearly identifiable from 44% to 74% of the game time. The proportion of paid advertising time in these three telecasts varied from 3% to 20%, reflecting the difference in advertising content of paid television versus free-to-air.
While television food advertising to children is under review, sporting telecasts also reach children and, until recently, have avoided scrutiny. This content analysis of three recent cricket telecasts reveals an unacceptable level of exposure to food and alcohol marketing, particularly in the form of the main sponsor's logo. Sponsorship is not covered by the voluntary codes of practice that address some forms of advertising. A new system of regulation is required to reduce this unacceptable level of exposure.
通过量化三个板球转播中主赞助商标识在每个转播时段的可见时间、转播期间付费广告的程度以及主赞助商对此的贡献，并描述相关的现场广告，来分析食品和酒类公司的体育赞助情况。
对三个转播的 DVD 记录进行分析，以确定主赞助商标识在实际比赛时间内的可见度，以及每个赞助商在转播中断时的广告时间比例。
主赞助商的标识可见于各种设备和服装上，这使得它在 44%至 74%的比赛时间内都能清晰识别。这三个转播中付费广告时间的比例从 3%到 20%不等，反映了付费电视和免费电视广告内容的差异。
虽然针对儿童的电视食品广告正在接受审查，但体育转播也会吸引儿童，而且直到最近，它们还没有受到审查。对最近三个板球转播的内容分析显示，食品和酒类营销的曝光率高得令人无法接受，尤其是以主赞助商标识的形式。赞助不受针对某些形式广告的自愿行为准则的约束。需要建立新的监管制度来降低这种不可接受的曝光率。
