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Area of Science:

  • Media Studies
  • Public Health
  • Sports Marketing

Background:

  • Media exposure to alcohol content correlates with youth alcohol consumption.
  • Formula One (F1) racing broadcasts feature significant alcohol brand presence.
  • The 2017 F1 season saw major alcohol brand partnerships, including Heineken.

Purpose of the Study:

  • To quantify alcohol content in UK broadcasts of the 2017 Formula One Championship.
  • To assess the prevalence of alcohol branding during F1 races and advertisement breaks.

Main Methods:

  • One-minute interval coding was employed to measure alcohol content.
  • Analysis included all broadcast footage and advertisement segments.

Main Results:

  • Alcohol content appeared in all analyzed F1 races and 41% of ad breaks.
  • Alcohol branding was the most frequent content, present in 39% of race footage.
  • Heineken and Johnnie Walker were the most prominent brands, appearing even in countries with alcohol promotion bans.

Conclusions:

  • Audio-visual alcohol content, including prominent branding, was widespread in 2017 F1 races broadcast during UK peak viewing hours.
  • This pervasive alcohol marketing is a potential significant factor in driving alcohol consumption among adolescents.