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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