Barker, Alexander B and Bal, Jaspreet and Murray, Rachael L (2021) A content analysis and population exposure estimate of Guinness branded alcohol marketing during the 2019 Guinness Six Nations. Alcohol and Alcoholism, 56, (5), pp. 617-620. doi: 10.1093/alcalc/agab039.
External website: https://academic.oup.com/alcalc/advance-article/do...
Methods: Content analysis of Guinness-related branding (‘Guinness’ and the alibi brand ‘Greatness’) was shown during active play throughout all 15 games of the 2019 Guinness Six Nations Championship. The duration of each appearance was timed to the nearest second to provide information on the amount of time that Guinness-related branding was shown on screen. Census data and viewing figures were used to estimate gross and per capita alcohol impressions.
Conclusions: Alcohol marketing was highly prevalent during the 2019 Guinness Six Nations Championship and was a significant source of exposure to alcohol marketing and advertising for children, likely influencing youth alcohol experimentation and uptake.
J Health care, prevention, harm reduction and treatment > Prevention by setting > Sports based prevention
MP-MR Policy, planning, economics, work and social services > Marketing and public relations (advertising)
MP-MR Policy, planning, economics, work and social services > Substance industry, trade or business
VA Geographic area > Europe > United Kingdom
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