O'Brien Kerry S, Carr Sherilene, Ferris Jason, Room Robin, Miller Peter, Livingston Michael, Kypri Kypros, Lynott Dermot
School of Social Sciences, Monash University, Melbourne, Australia.
Institute for Social Science Research, University of Queensland, Brisbane, Australia.
PLoS One. 2015 Aug 11;10(8):e0134889. doi: 10.1371/journal.pone.0134889. eCollection 2015.
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 (6 am-8.29 pm) and evening periods (8.30 pm-11.59 pm) 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 8.30 pm when many children are still watching TV, current regulations are not protecting children from exposure to alcohol advertising.
估算澳大利亚免费电视中体育节目与非体育节目里酒精广告的数量，并确定一天中不同时段儿童观众的构成情况。我们购买了2012年澳大利亚免费体育电视和非体育电视的酒精广告及电视观众数据。我们统计了白天（上午6点至晚上8点29分）和晚间（晚上8点30分至晚上11点59分）体育节目和非体育节目中的酒精广告，并估算了儿童和年轻人（0至4岁、5至13岁、14至17岁、18至29岁）的观众数量。白天，大部分酒精广告（87%）出现在体育节目电视中。晚间，大部分酒精广告（86%）出现在非体育节目电视中。晚间观看电视的儿童（0至17岁）平均数量（N = 273,989）与白天（N = 235,233）相比，差异不大。在含有酒精广告的节目中，体育节目电视每小时的酒精广告平均数量（均值1.74，标准差 = 1.1）高于非体育节目电视（均值1.35，标准差 = 0.94）。在大量儿童看电视的白天时段，酒精广告主要出现在免费体育节目电视中。现行规定允许在体育节目以及晚上8点30分后仍有许多儿童在看电视时播放广告，这样的规定无法保护儿童免受酒精广告的影响。
