Sabine Becker is a consultant in McKinseys Zurich office, where Alexander Thiel is a partner. This is a social media campaign by the Chicago Blackhawks. Population exposure to alcohol and junk food advertising during the 2018 FIFA world cup: implications for public health, https://doi.org/10.1186/s12889-022-13233-6, https://www.who.int/news-room/fact-sheets/detail/alcohol, https://www.who.int/substance_abuse/alcstratenglishfinal.pdf, https://doi.org/10.1161/CIR.0b013e318260a20b, https://www.euro.who.int/en/health-topics/disease-prevention/nutrition/news/news/2018/10/policies-to-limit-marketing-of-unhealthy-foods-to-children-fall-short-of-protecting-their-health-and-rights, https://news.cancerresearchuk.org/2018/01/15/teens-likely-to-crave-junk-food-after-watching-tv-ads/, https://www.ofcom.org.uk/tv-radio-and-on-demand/broadcast-codes/broadcast-code, https://www.ofcom.org.uk/tv-radio-and-on-demand/advice-for-consumers/television/what-is-the-watershed, https://www.ofcom.org.uk/__data/assets/pdf_file/0024/31857/hfss-review-final.pdf, https://www.asa.org.uk/uploads/assets/846f25eb-f474-47c1-ab3ff571e3db5910/BCAP-Code-full.pdf, https://www.thegrocer.co.uk/health/new-hfss-ad-rules-to-cover-all-children-under-16/545850.article, https://www.ofcom.org.uk/tv-radio-and-on-demand/broadcast-codes/broadcast-code/section-nine-commercial-references-tv, https://ukctas.net/pdfs/20181115-ofcom-letter-to-Alex-Barker.pdf, https://www.fifa.com/about-fifa/commercial/origin1904-p.cxm.fifa.com/about-fifa/commercial/partners, https://www.marketingdive.com/news/pepsis-soccer-themed-marketing-scores-despite-coke-being-world-cup-sponsor/527878/, http://bufvc.ac.uk/category/learningonscreen, https://www.ons.gov.uk/peoplepopulationandcommunity/populationandmigration/populationestimates/bulletins/annualmidyearpopulationestimates/mid2019estimates, https://www.ncbi.nlm.nih.gov/books/NBK37586/, https://www.forbes.com/sites/kurtbadenhausen/2018/04/02/anheuser-busch-launches-revolutionary-incentive-based-sponsorship-model/, https://www.cnbc.com/2017/06/16/mcdonalds-ends-olympics-sponsorship-deal-early.html, https://www.sciencedaily.com/releases/2008/10/081016124244.htm, https://movendi.ngo/news/2020/06/19/france-alcohol-advertising-ban-wins-case-in-high-court/, https://www.bbc.co.uk/sport/football/44850988, https://www.thesun.co.uk/world-cup-2018/6782884/world-cup-2018-final-in-numbers/, http://creativecommons.org/licenses/by/4.0/, http://creativecommons.org/publicdomain/zero/1.0/. Soc Sci Med. College football generates another $1.8 billion in national TV sales and March Madness alone scared up nearly $1 billion in sponsor bucks. PubMed Adams J, Coleman J, White M. Alcohol marketing in televised international football: frequency analysis. Because of this, it is not only necessary to track impression based on these varying metrics but also to find publishers who offer space that can meet the needs of these advertisers. how are gross impressions used at sporting events. 2021 [cited 2021 Aug 6]. Enjoy this article? All of them employed a combination of different platforms, from videos to social media. Graham A, Adams J. In France, the Loi Evin otherwise referred to as the Evins Law largely controls alcohol marketing and bans alcohol advertising. Get started for free! J Epidemiol Community Health. This is especially true of foods high in fat, sugar and/or salts (HFSS, or junk food) [7]. Sports marketing has a huge impact on the economy. Eight trends are shaping the sporting goods industry in 2021. Advertisement. Our study thus provides evidence that the 2018 FIFA World Cup was a source of significant exposure of children, young people, and adults to branded HFSS and alcohol advertising through sports sponsorship and is likely to be a contributor to alcohol and HFSS consumption by young people and adults. What is the watershed? Viewership was then combined with the number of alcohol and HFSS appearances per match to provide gross impressions, and gross impressions divided by population estimates to provide per capita impressions for children (4 to 15years old) and total (less than16 years and above) in the UK. Forbes. World Health Organization. Ofcom is the broadcast regulator in the UK [16], responsible for restricting representations of substances in childrens programming. Viewership was calculated from proportion viewership figures from Digital.i (http://www.digital-i.com/) and UK mid- year population estimates in 2018 from census data [32]. To generate the cumulative distributions of branding appearances by match and type of visual occurrence (McDonalds, Powerade, Budweiser and Coca Cola) we disaggregated the data on total duration of each visual occurrence to second-by-second observations by match period.
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