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Content analyses of alcohol-related images during television broadcasts of major sports events in New Zealand

Sarah Gee (School of Sport and Exercise, Massey University, Palmerston North, New Zealand)
Michael P. Sam (School of Physical Education, Sport and Exercise Science, University of Otago, Dunedin, New Zealand)
Steve J. Jackson (School of Physical Education, Sport and Exercise Science, University of Otago, Dunedin, New Zealand)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 7 August 2017

Abstract

Purpose

The purpose of this paper is to examine the nature, frequency, and duration of alcohol-related promotions and crowd alcohol consumption during major sports events broadcasted on the SKY Sport network between September 2011 and February 2012.

Design/methodology/approach

Content analyses for various categories of alcohol-related images were conducted, including a novel inclusion of analysing crowd alcohol consumption.

Findings

The results provide empirical evidence that sponsorship and activation-related activities of alcohol brands subvert national regulations that ban alcohol advertising during daytime television programming.

Originality/value

The results serve to sensitise researchers, practitioners, policy makers, and regulators to the prevalence of incidental alcohol promotional material within the overall televised alcohol advertising mix and the broader societal exposure to such images. This research also informs readers that alcohol companies and media outlets produce alcohol-related marketing that may not be in-line with the meaning and/or intent of laws.

Keywords

Acknowledgements

This study was funded by a research grant from the Health Promotion Agency of New Zealand.

Citation

Gee, S., Sam, M.P. and Jackson, S.J. (2017), "Content analyses of alcohol-related images during television broadcasts of major sports events in New Zealand", International Journal of Sports Marketing and Sponsorship, Vol. 18 No. 3, pp. 230-245. https://doi.org/10.1108/IJSMS-08-2017-094

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited