Alcohol Advertising in Sport and Non-Sport TV in Australia, during Children's Viewing Times.
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.
School of Social Sciences, Monash University, Melbourne, Australia.
Kerry S
KS
O'Brien
School of Social Sciences, Monash University, Melbourne, Australia.
Sherilene
S
Carr
Institute for Social Science Research, University of Queensland, Brisbane, Australia.
Jason
J
Ferris
Melbourne School of Population and Global Health, University of Melbourne, Centre for Alcohol Policy Research, Turning Point, Fitzroy, Melbourne, Australia.
Robin
R
Room
School of Psychology, Deakin University, Melbourne, Australia.
Peter
P
Miller
National Drug & Alcohol Research Centre, University of New South Wales, Sydney, Australia.
Michael
M
Livingston
School of Medicine and Public Health, University of Newcastle, Newcastle, Australia.
Kypros
K
Kypri
Department of Psychology, Lancaster University, Lancaster, United Kingdom.
Dermot
D
Lynott
D000293:Adolescent; D000328:Adult; D000329:Advertising; D000434:Alcoholic Beverages; D001315:Australia; D002648:Child; D002675:Child, Preschool; D006801:Humans; D007231:Infant, Newborn; D013690:Television; D055815:Young Adult