A new study finds shocking and unacceptable levels of prevalence of alcohol product placement on the most popular TV shows in the United Kingdom.
The study entitled “The TV Water Shortage. Portrayal of water and other drinks on UK television programmes” was conducted by The Natural Hydration Council (NHC) and was supported by Media psychologist Emma Kenny, MBACP.
NHC researchers assessed British-made soap operas, dramas and sitcoms set in the present day and shown on BBC1, BBC2, ITV1, Channel 4 and Channel 5, as well as The Archers on Radio 4.
Analysis of almost 3,000 minutes of national TV revealed that just one in 20 characters’ drinks were a glass of water, while more than a third were alcoholic beverages.
- Over two one-week periods, soap operas were found to dedicate 39% of “drinks screen time” to alcohol, with sitcoms giving 25%, dramas 34%, and The Archers 44%.
Commenting on the study Emma Kenny emphasised the failure of programme makers to take advantage of their ability to positively influence viewers’ lifestyles.
I hope that the findings of this report will prove both informative and shocking to the reader in equal measure, and open […] eyes to the current, unacceptable state of affairs regarding the representation of healthy hydration in some of the nation’s most popular television programmes.”