Analysing marketing strategies for alcoholic beverages on Brazilian television, 2018–2020: a cross-sectional study
Marina Oliveira Santana, Juliana de Paula Matos, Laís Amaral Mais, Paula Martins Horta, Rafael Moreira ClaroAbstract
Objective:
To analyse the frequency and distribution of alcoholic beverage advertisements and to identify patterns of co-occurring marketing strategies on the three highest-rated broadcast television channels in Brazil between 2018 and 2020.
Design:
Cross-sectional study based on 1296 h of television programming recorded between 2018 and 2020. Alcoholic beverage advertisements were analysed to assess their frequency and distribution according to day of the week and programme audience ranking, while empirical patterns of co-occurring marketing strategies were identified using principal component analysis (PCA).
Setting:
The three highest-rated free-to-air television channels in Brazil.
Participants:
All alcoholic beverage advertisements.
Results:
Of the advertisements identified ( n 2369), 11·2 % promoted alcoholic beverages ( n 269). Overall, alcoholic beverage advertisements were more frequently aired on weekends than on weekdays and were predominantly aired outside programmes included in the monthly top 10 audience rankings. Four empirical patterns of co-occurring marketing strategies were identified: ‘Brand Characteristics,’ ‘Sports and Well-being,’ ‘Relationships’ and ‘Celebrity and Pleasure.’ Each pattern showed a distinct temporal distribution across the study period, with ‘Celebrity and Pleasure’ being more prominent in 2018 than in 2019, ‘Relationships’ showing the highest representation in 2019, ‘Sports and Well-being’ in 2018 and 2020 and ‘Brand Characteristics’ standing out in 2020.
Conclusion:
Alcoholic beverage marketing was widely present on Brazil’s major broadcast television channels and showed distinct patterns of co-occurring marketing strategies over time. The limitations of current regulations reinforce the need for stricter policies to reduce exposure to alcohol marketing and its potential impact on alcohol consumption.