THE FREQUENCY AND NATURE OF ALCOHOL AND TOBACCO ADVERTISING IN TELEVISED SPORTS, 1990 THROUGH 1992

This study examines the frequency and nature of alcohol and tobacco advertising in a random sample of 166 televised sports events representing 443.7 hours of network programming broadcast from fall 1990 through summer 1992. More commercials appear for alcohol products than for any other beverage. Beer commercials predominate and include images at odds with recommendations from former Surgeon General Koop. The audience is also exposed to alcohol and tobacco advertising through the appearances of stadium signs, other on-site promotions, and verbal or visual brief product sponsorships. Moderation messages and public service announcements are rare.