A Content Analysis and Population Exposure Estimate Of Guinness Branded Alcohol Marketing During the 2019 Guinness Six Nations

Barker, Alexander B; Bal, Jaspreet; Murray, Rachael L

Abstract

Aims: To quantify Guinness related branding in the 2019 Guinness Six Nations Championship.

Methods: Content analysis of Guinness related branding (‘Guinness’ and the alibi brand ‘Greatness’) shown during active play throughout all 15 games of the 2019 Guinness Six Nations Championship. The duration of each appearance was timed to the nearest second, to provide information on the amount of time that Guinness-related branding was shown on screen. Census data and viewing figures were used to estimate gross and per capita alcohol impressions.

Results: Our coding identified a total of 3719 appearances of two logos, of which 3415 (92%) were for ‘Guinness’ and 304 (8%) were for ‘Greatness’. ‘Guinness’ imagery was present for 13,640 seconds (227.3 minutes or 3.8 hours, 16% of total active play time), ‘Greatness’ for 944 seconds (15.7 minutes, 1% of total active play time), with a combined total of 14,584s across all games (243 mins or 4.05 hours, 17% of active play time). The 15 games delivered an estimated 122.4 billion Guinness-related branded impressions to the UK population, including 758 million to children aged under-16.

Conclusions: Alcohol marketing was highly prevalent during the 2019 Guinness Six Nations Championship and is a significant source of exposure to alcohol marketing and advertising for children, likely influencing youth alcohol experimentation and uptake.

Citation

Barker, A. B., Bal, J., & Murray, R. L. (2021). A Content Analysis and Population Exposure Estimate Of Guinness Branded Alcohol Marketing During the 2019 Guinness Six Nations. Alcohol and Alcoholism, 56(5), 617–620. https://doi.org/10.1093/alcalc/agab039

• Journal Article Type: Article
• Acceptance Date: May 6, 2021
• Online Publication Date: Jun 3, 2021
• Publication Date: 2021-09
• Deposit Date: May 11, 2021
• Publicly Available Date: Jun 4, 2022
• Journal: Alcohol and Alcoholism
• Print ISSN: 0735-0414
• Publisher: Oxford University Press
• Peer Reviewed: Peer Reviewed
• Volume: 56
• Issue: 5
• Pages: 617–620
• DOI: https://doi.org/10.1093/alcalc/agab039
• Public URL: https://nottingham-repository.worktribe.com/output/5523811
• Publisher URL: https://academic.oup.com/alcalc/article/56/5/617/6291519