Centre for Behavioural Research in Cancer, Cancer Council Victoria.
Aust N Z J Public Health. 2019 Aug;43(4):366-372. doi: 10.1111/1753-6405.12920. Epub 2019 Jul 9.
To assess the frequency, duration and nature of unhealthy marketing during the highest-rating sporting event in Australia in 2017.
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).
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).
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.
评估 2017 年澳大利亚收视率最高的体育赛事中不良营销的频率、时长和性质。
对 2017 年澳大利亚足球联赛（AFL）总决赛电视转播进行内容分析，确定不良食品和含糖饮料、酒精和赌博营销（以及健康营销作为比较）的情节。
共有 559 个不良营销情节（47 分 17 秒）。大多数（81%）是针对不健康的食品和含糖饮料产品，而酒精（9%）和赌博（10%）则较少。不良营销的总时长主要通过固定广告（55%）、动态广告（32%）和品牌对象（11%）传递。对于不健康的食品和含糖饮料，至少有一个情节可见 25%的时间。对于酒精和赌博，至少有一个情节可见 4%的时间。不健康食品和含糖饮料营销在第二季度达到顶峰。健康营销是有限的，有 26 个情节（2 分 59 秒）。
2017 年 AFL 总决赛广播节目中不良营销的频率很高，时长也很长，尤其是针对不健康的食品和含糖饮料品牌。对公共卫生的影响：调查结果为呼吁增加对不健康品牌的体育赞助监管提供了更多证据。
