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Carlsberg alibi marketing in the UEFA euro 2016 football finals: implications of Probably inappropriate alcohol advertising

Overview of attention for article published in BMC Public Health, April 2018
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  • Above-average Attention Score compared to outputs of the same age (62nd percentile)

Mentioned by

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5 tweeters

Citations

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11 Dimensions

Readers on

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46 Mendeley
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Title
Carlsberg alibi marketing in the UEFA euro 2016 football finals: implications of Probably inappropriate alcohol advertising
Published in
BMC Public Health, April 2018
DOI 10.1186/s12889-018-5449-y
Pubmed ID
Authors

Rachael Murray, Magdalena Opazo Breton, John Britton, Jo Cranwell, Bruce Grant-Braham

Abstract

Alcohol advertising is a key driver of alcohol consumption, and is prohibited in France by the Loi Evin. In 2016 the Danish brewer Carlsberg sponsored the UEFA Euro 2016 finals, held in France, and used the alibis 'Probably' and '…the best in the world' in place of Carlsberg in pitch-side advertising. We have quantified the advertising exposure achieved during the final seven games in the UEFA Euro 2016 championship. Appearances of the Carlsberg alibis 'Probably' and 'the best in the world' were counted and timed to the nearest second during all active play in live coverage of quarter final, semi-final and final matches broadcast in the UK. We used census data and viewing figures from Kantar Media to estimate gross and per capita impressions of these advertisements in the UK population. In 796 min, 29 s of active play there were 746 alibi appearances, totalling 68 min 35 s duration and representing 8.6% of active playing time. Appearances were particularly frequent at the end of normal time, extra time and penalties. The seven matches delivered up to 7.43 billion Carlsberg alibi impressions to UK adults and 163.3 million to children. In the only match involving a second country with laws prohibiting alcohol advertising (France versus Iceland), exposure occurred for only 1.8% of playing time. Alibi marketing achieved significant advertising coverage during the final seven EURO 2016 championship games, particularly to children. Since 'Probably' is registered by Carlsberg as a wordmark this advertising appears to contravene the Loi Evin, though Carlsberg have defended their marketing actions.

Twitter Demographics

The data shown below were collected from the profiles of 5 tweeters who shared this research output. Click here to find out more about how the information was compiled.

Mendeley readers

The data shown below were compiled from readership statistics for 46 Mendeley readers of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
Unknown 46 100%

Demographic breakdown

Readers by professional status Count As %
Student > Master 9 20%
Student > Bachelor 6 13%
Researcher 6 13%
Student > Postgraduate 2 4%
Student > Doctoral Student 2 4%
Other 2 4%
Unknown 19 41%
Readers by discipline Count As %
Business, Management and Accounting 4 9%
Social Sciences 4 9%
Agricultural and Biological Sciences 4 9%
Medicine and Dentistry 4 9%
Psychology 3 7%
Other 7 15%
Unknown 20 43%

Attention Score in Context

This research output has an Altmetric Attention Score of 4. This is our high-level measure of the quality and quantity of online attention that it has received. This Attention Score, as well as the ranking and number of research outputs shown below, was calculated when the research output was last mentioned on 05 June 2021.
All research outputs
#6,615,476
of 21,347,686 outputs
Outputs from BMC Public Health
#7,051
of 13,836 outputs
Outputs of similar age
#111,413
of 297,014 outputs
Outputs of similar age from BMC Public Health
#1
of 1 outputs
Altmetric has tracked 21,347,686 research outputs across all sources so far. This one has received more attention than most of these and is in the 68th percentile.
So far Altmetric has tracked 13,836 research outputs from this source. They typically receive a lot more attention than average, with a mean Attention Score of 13.7. This one is in the 48th percentile – i.e., 48% of its peers scored the same or lower than it.
Older research outputs will score higher simply because they've had more time to accumulate mentions. To account for age we can compare this Altmetric Attention Score to the 297,014 tracked outputs that were published within six weeks on either side of this one in any source. This one has gotten more attention than average, scoring higher than 62% of its contemporaries.
We're also able to compare this research output to 1 others from the same source and published within six weeks on either side of this one. This one has scored higher than all of them