Alcohol harm reduction advertisements: a content analysis of topic, objective, emotional tone, execution and target audience

Table 2 Ad sample characteristics

	(N = 110) %
Country of Origin
Australia	40
United Kingdom	26
New Zealand	15
United States of America	9
Other^a	9
Year ^b
2006	7
2007	1
2008	16
2009	9
2010	26
2011	6
2012	7
2013	6
2014	15
Length of ad
< 30 s	5
30 s	39
31–60 s	50
> 60 s	5
Aired on free-to-air television ^c
Yes	66

Due to rounding, percentages may not total to 100
^a Other countries: Bermuda (n = 1 ad), Canada (n = 4 ads), Finland (n = 1 ad), Macedonia (n = 1 ad), Netherlands (n = 1 ad), Singapore (n = 2 ads)
^b The year of production for six ads (5%) could not be confirmed, although visual and auditory characteristics suggested that they were produced between 2006–2014, and were therefore included
^c We identified ads that had been aired on free-to-air television as a proxy measure for general population exposure. Twenty-six of the remaining ads (24%) were disseminated via cinema or online campaigns only, two ads (2%) were shown only on local cable/pay-TV stations, and we were unable to confirm the medium for nine ads (8%)

ISSN: 1471-2458