这就是"偏差":在捷克足球广播中进行博广告
Filip Kovařík1, David Fiedor1, Steve Sharman2
11Department of Geography, Faculty of Science, Palacký University Olomouc, Olomouc, Czech Republic.
Journal of behavioral addictions
|March 9, 2026
概括
在捷克足球转播期间,博广告广泛,体育博彩占据主导地位. 这强调了需要对体育媒体中的博促销进行监管审查的必要性.
科学领域:
- 社会科学 社会科学 社会科学
- 媒体研究 媒体研究
- 运动营销运动营销
背景情况:
- 在体育广播中关于博广告的研究在地理上是有限的,主要集中在英国.
- 本研究通过检查捷克共和国足球广播中的博广告来弥补这一差距.
研究的目的:
- 分析捷克足球比赛期间博广告的频率,性质和特征.
- 在中欧背景下,提供关于博广告曝光的全面概述.
主要方法:
- 32场捷克第一足球联赛比赛 (2025年8月至9月) 的内容分析.
- 两个编码器系统记录广告频率,持续时间,时间,产品类型和促销特征.
- 确保了数据准确性的高级别可靠性.
主要成果:
- 总共有1824个博广告被记录下来,平均每场比赛57个.
- 体育博彩占广告的大部分 (85.0%),其次是在线场 (10.7%).
- 观察到显著的曝光,平均每场比赛播放11.5分钟的博广告.
结论:
- 捷克足球广播展示了大量的博广告,超过了之前的研究结果.
- 营销策略包括体育注重点,名人认可和政治背景适应.
- 结果强调了监管机构需要关注捷克体育媒体的博广告.
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