New Edith Cowan University (ECU) research shows exposure to alcohol advertisements during national sports broadcasts, particularly those that feature a preferred beverage, significantly increases cravings in people with risky drinking behaviors. The ECU study, led by Dr Ross Hollett, analyzed nationally televised finals matches from the Australian Football League (AFL) and the National Rugby League (NRL) to determine the frequency of alcohol advertising. Researchers also conducted an online experiment exposing 345 participants to a randomly selected alcohol advertisement and measured the immediate effects on self-reported alcohol craving and drinking intentions.
Key findings: The content analysis of nationally televised AFL and NRL matches revealed that alcohol advertisements comprised a small but notable fraction of all ads (3.9% in AFL and 1.85% in NRL).
An online experiment showed that overall exposure to these advertisements had a minimal impact on the general population's drinking intentions and cravings. However, a significant increase in alcohol cravings was observed among risky drinking participants, particularly those with a preference for the advertised beverage. Dr Hollett said understanding the influence of alcohol advertisements during popular sports broadcasts is crucial for public health awareness.
"The high viewership of national sports in Australia, for example 4 million viewers for the 2021 Australian Football League (AFL) grand final, shows the reach of alc.