Abstract
BackgroundExposure to audio-visual alcohol content in media is associated with subsequent alcohol use in young people, but the extent of exposure contained in UK free-to-air prime-time television has not been explored since 2010. We report an analysis of alcohol content in a sample of UK free-to-air prime-time television broadcasts in 2015 and compare this with a similar analysis from 2010.MethodsContent analysis of all programmes and advertisement/trailer breaks broadcast on the five national UK free-to-air channels in the UK between 6 and 10 pm during three separate weeks in September, October and November 2015.ResultsAlcohol content occurred in over 50% of all programmes broadcast and almost 50% of all advert/trailer periods between programmes. The majority of alcohol content occurred before the 9 pm watershed. Branding occurred in 3% of coded intervals and involved 122 brands, though three brands (Heineken, Corona and Fosters) accounted for almost half of all brand appearances.ConclusionAudio-visual alcohol content, including branding, is prevalent in UK television, and is therefore a potential driver of alcohol use in young people. These findings are virtually unchanged from our earlier analysis of programme content from 2010.
Highlights
It is estimated that per capita alcohol consumption of pure alcohol in the those over the age of 15 years in the UK is 12.3 l,1 the eighth highest rate in Europe.[2]
This study demonstrates that alcohol imagery is extremely common on UK television, occurring in more than half of all programmes and almost half of all advert/trailer periods broadcast in peak viewing time, and with similar frequency both before and after the 9 pm watershed, on the most popular television channels
The amount of any alcohol content was slightly higher, primarily as a result of implied use or other alcohol references, relative to our earlier analysis of programming from 2010,36 suggesting that UK prime-time television remains a constant source of exposure to alcohol imagery for young people
Summary
It is estimated that per capita alcohol consumption of pure alcohol in the those over the age of 15 years in the UK is 12.3 l,1 the eighth highest rate in Europe.[2]. Exposure to audio-visual alcohol content in media is associated with subsequent alcohol use in young people, but the extent of exposure contained in UK free-to-air prime-time television has not been explored since 2010. Conclusion Audio-visual alcohol content, including branding, is prevalent in UK television, and is a potential driver of alcohol use in young people. These findings are virtually unchanged from our earlier analysis of programme content from 2010
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