Family fun or cultural free-for-all? A critique of the 2015 National Football League Super Bowl commercials

Abstract

Background: The purpose of this cross-sectional study was to enumerate and describe violent and risky behaviors as well as other general health behaviors exhibited in the advertisements during the National Football League (NFL) Super Bowl 2015. Methods: Commercials during the NFL Super Bowl 2015 were assessed for violent and risky behaviors. Additional health behaviors were indicated such as the advertisement of unhealthy food, promotion of physical activity, and sexual content. Results: A total of 110 commercials were documented, accounting for 64 minutes of broadcast time. Commercials promoting automobiles, television shows, food, and movies were the most prevalent, representing just over half (53.7%) of all of the advertisements featured. Depictions of unsafe driving were found in 10.9% (n = 12) of the commercials. All 12 commercials contained some sort of risky or wild driving behavior, and speeding was observed in 11 of the 12 commercials. A total of 32 (29.1%) of the commercials were coded as including violent content.Physical activity behavior was present in 3 (2.7%) of the commercials. Conversely, substance use was observed in 3 (2.7%) of the commercials, none of which included health promotion messaging. Of the 110 commercials aired during the 2015 Super Bowl, 12.7% (n = 14) included sexual content. Conclusion: Parents should consider the possibility that their children may observe acts of violence or conflicting safety messages during commercial breaks.

Alcohol and violence in 2017 National Football League Super Bowl commercials

“…Nearly one quarter (23%) of the commercials aired during the 2017 NFL Super Bowl contained violence or action scenes. This percentage is down from 29% during the 2015 NFL Super Bowl, 14 but nevertheless is a substantial percentage of the commercials aired during the program. The Federal Communications Commission does not regulate the broadcast of violent programming on network television.…”

“…This is up from less than 5% during the 2015 Super Bowl. 14 Alcohol consumption and abuse are common in the United States. In 2011, US alcohol suppliers received $60 billion in gross revenue.…”

“…The themes were set from other studies which analyzed advertisements for alcohol. 14 , 15 They are as follows: partying; having fun with friends; being cool; enjoyment/relaxation; happiness; having a free spirit; being masculine or manly; being feminine; sports, either competitive or leisure; being an innovator or seeking status; humor; tradition; household/lifestyle; violence; political; artistic/imagery; and luxury.…”

“… 13 A previous analysis of commercials during the 2015 Super Bowl demonstrated that wild driving behavior, violent or sexual content, and substance use were common. 14 Based on this previous research and the public health implications of advertising risky behaviors, we conducted this study to describe content related to alcohol and violence in the advertisements aired during the 2017 NFL Super Bowl.…”