ArticleAlcohol and alcoholism (Oxford, Oxfordshire)2021
A Content Analysis and Population Exposure Estimate Of Guinness Branded Alcohol Marketing During the 2019 Guinness Six Nations.
Article in Alcohol and alcoholism (Oxford, Oxfordshire), 2021. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 8 papers, 1 of them a synthesis that pooled it.
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Who cites it
8 citing papers in PubMed, 1 synthesis or guideline pooled it.
- The Effect of Exposure to Alcohol Media Content on Young People's Alcohol Use: A Qualitative Systematic Review and Meta-Synthesis.International journal of environmental research and public health · 2025Pooled it
- Marketing Strategies and Factors Influencing the Popularity of Alcohol Videos from Official Brand Accounts on Douyin: Content Analysis Study.JMIR infodemiology · 2026Article
- Where do adults see alcohol marketing? Insight from a cross-sectional survey in the United Kingdom.Journal of public health (Oxford, England) · 2025Article
- Alcohol normalisation in Europe: the role of alcohol sports sponsorship.The Lancet regional health. Europe · 2025Article
- Alcohol branding during rugby union matches in Ireland after commencement of Sect. 15 from the Public Health (Alcohol) Act: a frequency analysis of highlights from the European Rugby Champions Cup and Six Nations Championship.Irish journal of medical science · 2023Article
- Brand sharing between alcoholic drinks and non-alcoholic offerings: a challenge to Ireland's restrictions on alcohol advertising.Irish journal of medical science · 2023Article
- Exposure to tobacco, alcohol and 'Junk food' content in reality TV programmes broadcast in the UK between August 2019-2020.Journal of public health (Oxford, England) · 2023Article
- Lower Strength Alcohol Products-A Realist Review-Based Road Map for European Policy Making.Nutrients · 2022Review
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Abstract
aimsTo quantify Guinness-related branding in the 2019 Guinness Six Nations Championship.
methodsContent analysis of Guinness-related branding ('Guinness' and the alibi brand 'Greatness') was 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.
resultsOur 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 s (227.3 min or 3.8 h, 16% of total active play time), 'Greatness' was present for 944 s (15.7 min, 1% of total active play time), with a combined total of 14,584 s across all games (243 min or 4.05 h, 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.
conclusionsAlcohol marketing was highly prevalent during the 2019 Guinness Six Nations Championship and was a significant source of exposure to alcohol marketing and advertising for children, likely influencing youth alcohol experimentation and uptake.
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