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Table 2 Number and duration of appearances of ‘probably’ and ‘the best in the world’ imagery by match (seconds)

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

  France v Portugal Germany v France Portugal v Wales France v Iceland Germany v Italy Wales v Belgium Poland v Portugal TOTAL
Total number ‘Probably’ appearances 108 64 58 13 190 58 123 614
Total number ‘The best in the world’ appearances 23 20 20 0 24 14 31 132
Total number alibi branding appearances 131 84 78 13 214 72 154 746
Total duration ‘Probably’ appearances 594 305 195 99 897 376 667 3133
Total duration ‘The best in the world’ appearances 199 134 121 0 199 117 212 982
Total duration alibi branding appearances 793 439 416 99 1096 493 879 4115
% playing time where alibi branding appearances occur 10.3 5.8 7.5 1.8 13.4 8.6 11.7 8.6