RESEARCHBRIEF
FROM THE CENTER FOR MEDIA RESEARCH
Tuesday, February 10, 2009
Founder and CEO of Common Sense Media, James Steyer, saie "Nearly 5.3 million kids watch football each week, yet one in six of the ads shown during the broadcasts features content that's wildly inappropriate for kids -- that's every other commercial break..."
Common Sense Media's report found that:
- 300 of the ads were for alcohol
- 40% of the games included advertisements for erectile-dysfunction drugs
- 500 of the advertisements involved significant levels of violence, including gun fights, explosions, and murders
- 80 of the advertisements involved significant levels of sexuality, including scenes about prostitution and strippers
- 44.7% of the violent or sexual advertisements were promotions by the networks for their own programs
One big reason for pro football's popularity, says the report, is the game's appeal for the whole family. On any given Sunday afternoon, millions of families gather in front of the television to root for their favorite teams.
- According to Nielsen reports, more than 5.3 million kids ages 2-17 (and nearly 2.8 million kids ages 2-11) watch the average pro football game on broadcast television or ESPN each week
- Pro football is by far the most popular sport among kids. 65.7% of kids ages 7-11 say they watch pro football on television
Ronnie Lott, former
Most pro football games are broadcast between 1:00 pm and 7:00 pm EST, hours that have traditionally been considered time for family programming. Yet the promotional spots for TV shows, ads for movies, DVDs, and video games shown during these time periods were clearly intended for adult audiences only, says the report.
While the report says that though approximately 16% of the ads and promos during pro football broadcasts are about sex, violence, and alcohol, more than 360 ads and promos (an additional 6% of the total reviewed) were for junk food and soda... juxtaposed with the NFL's new Play 60 public service campaign, which encourages kids to be more physically active.
In summary, the study:
- Reviewed 57 pro football games
- Evaluated 5778 ads and promos
- Found 519 ads and promos with violence
- Saw 242 violent promos for network programs
- Found 80 ads and promos with sexuality
- Discovered 26 which were sexual promos for network programs
- Viewed 300 ads and promos with alcohol
Parents want to watch pro football with their kids without getting sucker punched by ads aimed at grown-ups. They want
The report quotes N.F.L. Commissioner Roger Goodell, in a statement in The New York Times, June 2, 2007, who said "If you're involved with the N.F.L... (or) represent the N.F.L... you are held to a higher standard, and you need to be accountable... (with) a certain standard of behavior... to live up to, from the commissioner on down."
Please refer to the complete release here to find access to the PDF report and samples of ads reviewed by this study.
For more information visit www.mediapost.com
