Lindsay Sophie, Thomas Samantha, Lewis Sophie, Westberg Kate, Moodie Rob, Jones Sandra
Centre for Health Initiatives, Faculty of Social Sciences, University of Wollongong, Wollongong, NSW 2522, Australia.
BMC Public Health. 2013 Aug 5;13:719. doi: 10.1186/1471-2458-13-719.
To investigate the alcohol, gambling, and unhealthy food marketing strategies during a nationally televised, free to air, sporting series in Australia.
METHODS/APPROACH: Using the Australian National Rugby League 2012 State of Origin three-game series, we conducted a mixed methods content analysis of the frequency, duration, placement and content of advertising strategies, comparing these strategies both within and across the three games.
There were a total of 4445 episodes (mean = 1481.67, SD = 336.58), and 233.23 minutes (mean = 77.74, SD = 7.31) of marketing for alcoholic beverages, gambling products and unhealthy foods and non-alcoholic beverages during the 360 minutes of televised coverage of the three State of Origin 2012 games. This included an average per game of 1354 episodes (SD = 368.79) and 66.29 minutes (SD = 7.62) of alcohol marketing; 110.67 episodes (SD = 43.89), and 8.72 minutes (SD = 1.29) of gambling marketing; and 17 episodes (SD = 7.55), and 2.74 minutes (SD = 0.78) of unhealthy food and beverage marketing. Content analysis revealed that there was a considerable embedding of product marketing within the match play, including within match commentary, sporting equipment, and special replays.
Sport is increasingly used as a vehicle for the promotion of range of 'risky consumption' products. This study raises important ethical and health policy questions about the extent and impact of saturation and incidental marketing strategies on health and wellbeing, the transparency of embedded marketing strategies, and how these strategies may influence product consumption.
调查在澳大利亚全国电视转播的免费体育赛事系列期间的酒精、赌博及不健康食品营销战略。
方法/途径：利用2012年澳大利亚国家橄榄球联盟州际赛三场系列赛，我们对广告战略的频率、时长、投放位置及内容进行了混合方法内容分析，比较了三场比赛内及三场比赛间的这些战略。
在2012年三场州际赛360分钟的电视转播中，共有4445次广告插播（均值 = 1481.67，标准差 = 336.58），以及233.23分钟用于酒精饮料、赌博产品、不健康食品及非酒精饮料的营销。这包括每场比赛平均1354次广告插播（标准差 = 368.79）和66.29分钟的酒精营销；110.67次广告插播（标准差 = 43.89），以及8.72分钟的赌博营销；和17次广告插播（标准差 = 7.55），以及2.74分钟的不健康食品和饮料营销。内容分析显示，产品营销在比赛过程中有大量植入，包括比赛解说、体育器材及特别回放中。
体育越来越多地被用作推广一系列“高风险消费”产品的媒介。本研究就饱和及附带营销战略对健康和幸福的程度及影响、植入式营销战略的透明度，以及这些战略可能如何影响产品消费，提出了重要的伦理和健康政策问题。
