UK Centre for Tobacco & Alcohol Studies, Faculty of Medicine & Health Sciences, University of Nottingham, Nottingham, UK.
UK Centre for Tobacco and Alcohol Studies, Department for Health, University of Bath, Bath, UK.
BMC Public Health. 2018 Apr 25;18(1):553. doi: 10.1186/s12889-018-5449-y.
Alcohol advertising is a key driver of alcohol consumption, and is prohibited in France by the Loi Evin. In 2016 the Danish brewer Carlsberg sponsored the UEFA Euro 2016 finals, held in France, and used the alibis 'Probably' and '…the best in the world' in place of Carlsberg in pitch-side advertising. We have quantified the advertising exposure achieved during the final seven games in the UEFA Euro 2016 championship.
Appearances of the Carlsberg alibis 'Probably' and 'the best in the world' were counted and timed to the nearest second during all active play in live coverage of quarter final, semi-final and final matches broadcast in the UK. We used census data and viewing figures from Kantar Media to estimate gross and per capita impressions of these advertisements in the UK population.
In 796 min, 29 s of active play there were 746 alibi appearances, totalling 68 min 35 s duration and representing 8.6% of active playing time. Appearances were particularly frequent at the end of normal time, extra time and penalties. The seven matches delivered up to 7.43 billion Carlsberg alibi impressions to UK adults and 163.3 million to children. In the only match involving a second country with laws prohibiting alcohol advertising (France versus Iceland), exposure occurred for only 1.8% of playing time.
Alibi marketing achieved significant advertising coverage during the final seven EURO 2016 championship games, particularly to children. Since 'Probably' is registered by Carlsberg as a wordmark this advertising appears to contravene the Loi Evin, though Carlsberg have defended their marketing actions.
酒精广告是促进酒精消费的主要因素之一，在法国，埃文法案禁止了酒精广告。2016 年，丹麦嘉士伯啤酒公司赞助了在法国举行的 2016 年欧洲杯决赛，并在球场边的广告中使用了“Probably”和“……世界最佳”这两个替代嘉士伯的广告词。我们已经量化了在 2016 年欧洲杯决赛的七场比赛中所实现的广告曝光率。
在英国播出的四分之一决赛、半决赛和决赛的现场直播中，我们对“Probably”和“the best in the world”这两个嘉士伯广告词的出现次数和出现时间进行了计数，精确到秒。我们使用人口普查数据和 Kantar Media 的收视率数据来估计这些广告在英国人口中的总印象数和人均印象数。
在 796 分 29 秒的有效比赛时间内，有 746 次广告出现，总计 68 分 35 秒，占有效比赛时间的 8.6%。广告出现的频率在常规时间、加时赛和点球大战结束时特别高。这七场比赛向英国成年人提供了高达 74.3 亿次嘉士伯广告词印象，向儿童提供了 1.633 亿次。在唯一一场涉及到第二个禁止酒精广告的国家（法国对阵冰岛）的比赛中，广告只在 1.8%的比赛时间内播出。
在 2016 年欧洲杯决赛的最后七场比赛中，嘉士伯的替代广告实现了显著的广告曝光率，尤其是针对儿童。由于“Probably”是嘉士伯注册的商标词，因此这种广告似乎违反了埃文法案，尽管嘉士伯为其营销行为进行了辩护。
