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Table 3 Location, frequency and duration (seconds) of ‘probably’ and ‘the best in the world’ imagery across the final seven UEFA 2016 European Championship matches

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

  Probably’ The best in the world’ Total
Total number of sideline appearances 359 47 406
Total number of goal line appearances 79 7 86
Total number of simultaneous side and goal line appearances 176 78 254
Overall total number of appearances 614 132 746
% total 82.3% 17.7%  
Total duration of sideline appearances 1872 326 2198
Total duration of goal line appearances 336 38 374
Total duration of simultaneous side and goal line appearances 1025 618 1643
Overall total duration of appearances 3233 982 4215
% total 76.7% 23.3%