Common Sense Media recently released a study on the content of ads shown during NFL broadcasts. The report, Broadcast Dysfunction: Sex, Violence, Alcohol and the NFL, reviewed nearly 60 games, more than 180 hours of coverage, watched nearly 6,000 commercials and concluded that "it was impossible to watch a single game without coming up against sex, violence, or Viagra."
Common Sense Media CEO James Steyer, said "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
- 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 San Francisco 49er and a member of the Pro Football Hall of Fame, says "Football teaches kids a lot of great lessons... but families... should be able to watch these games without worrying that their kids will be bombarded with adult ads... "
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 America's game to be fun for every American family, including our kids. So, who's responsible for responsible broadcasts?
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.
1 comments:
At last, someone is talking about this! Thanks for bringing up this topic. Our two daughters watch football with their dad, on occasion. Most recently, we all watched the Super Bowl Game and snacked on great junk food. Our daughters were very interested in the ads and which ones were creative, entertaining, and made them laugh. Sadly, we also had to put up with the purile inspirations of young ad men who still think it's just fine to promote their products on the backs (or breasts) of women. So, once again, we had to talk about how women are exploited.
Now, the other part of football games (and basketball games) that is so demeaning are the scantily dressed cheerleaders. Ugh! Both of our daughters play or played a variety of sports. How sad that we still have to watch women relegated to eye candy on the sidelines, cheering on the boys. We live in a world that still promotes men's professional sports as the ultimate, and ignores or demotes women's athletic prowess. Women and girls need more role models for cheering on one another. We also need more equality in representation of women in professional sports.
Thanks for bringing up this topic!
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