In a study published in the Australian Journal of Health Promotion, researchers examined the impact of advertising on spectators during Australian Football League (AFL) and National Rugby League (NRL) matches. 16 matches were analyzed and more than 400 people with different body mass index (BMI) were interviewed.
The results showed that a single exposure to fast food advertising did not have a significant effect on the immediate occurrence of cravings for something harmful. But the anti-advertising videos turned out to be much more effective: They significantly reduced both fast food cravings and purchase intentions, especially among participants with normal BMI.
However, the research revealed a serious imbalance in the amount of advertising. Ads by fast food brands account for 10.8% of all ad inserts during sports broadcasts, while anti-advertising campaigns are practically absent – their share is only 0.003%.
Fast food companies take advantage of the huge popularity of national sporting events to promote their products on a large scale. Scientists also note that, despite its proven effectiveness, advertising for a healthy lifestyle is almost invisible.
Source: Ferra
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