Abstract
Background: The National Football League (NFL) Super Bowl is a widely-viewed sports event and the commercials are especially popular among viewers. Previous research has demonstrated risky health behaviors in advertisements aired during sporting events. The purpose of this study was to analyze the content of the advertisements aired during the 2017 NFL Super Bowl. Methods: This cross-sectional study involved examining the content of all commercials, with an emphasis on health-compromising behaviors. The themes and highlights of the advertisements were analyzed based on whether there was a reference to alcohol or violence. Results: A total of 103 unique commercials were analyzed. The most common themes were humor (n=43), happiness (n=25), innovation (n=25), and enjoyment or relaxation (n=25).Alcohol was referenced in 13 (12.6%, 95% CI 7.5%, 20.4%) of the commercials. Advertisements with alcohol references were more likely to contain the themes of partying (odds ratio [OR]:16.2, 95% CI 1.4-193.4, P=0.041) and enjoyment or relaxation (OR: 4.7, 95% CI 1.4-15.6,P=0.014). There were 24 commercials with references to violence and these were more likely tobe promoting a movie (OR: 5.4, 95% CI 3.5-8.2, P<0.001) or television program (OR: 8.9,95% CI 2.6-30.26, P<0.001). Conclusion: Parents should consider whether it is appropriate for their children to watch a concentrated number of intense images containing references to alcohol and violence during this popular sporting event.
Highlights
The 2017 National Football League (NFL) Super Bowl Championship was viewed by an estimated 11.3 million people, placing it fourth among the most-viewed television programs in US history.[1]
Commercials containing references to alcohol were significantly more likely to contain the themes of partying (OR: 16.2, 95% confidence intervals (95% CI): 1.4193.4, P = 0.041), enjoyment or relaxation (OR: 4.7, 95% CI: 1.4-15.6, P = 0.014), luxury (OR: 5.3, 95% CI: 1.3-21.5, P = 0.031), and tradition (OR: 16.2, 95% CI: 1.4-193.4, P = 0.041) than commercials that did not reference alcohol (Table 2)
In this study, we found evidence of risky health behaviors in many of the commercials aired during the 2017 NFL Super Bowl
Summary
The 2017 National Football League (NFL) Super Bowl Championship was viewed by an estimated 11.3 million people, placing it fourth among the most-viewed television programs in US history.[1]. The National Football League (NFL) Super Bowl is a widely-viewed sports event and the commercials are especially popular among viewers. The purpose of this study was to analyze the content of the advertisements aired during the 2017 NFL Super Bowl. The themes and highlights of the advertisements were analyzed based on whether there was a reference to alcohol or violence. Advertisements with alcohol references were more likely to contain the themes of partying (odds ratio [OR]: 16.2, 95% CI 1.4-193.4, P = 0.041) and enjoyment or relaxation (OR: 4.7, 95% CI 1.4-15.6, P= 0.014). Conclusion: Parents should consider whether it is appropriate for their children to watch a concentrated number of intense images containing references to alcohol and violence during this popular sporting event
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
