A survey by Empathy Research and Checkout Magazine has found that 68% of Irish consumers are not influenced by alcohol sponsorship on sporting events when it comes to choosing a brand. The survey of 1,017 consumers revealed that 71% of females and 65% of males disagreed with the statement ‘I am more likely to purchase certain alcoholic products due to alcohol brands sponsoring sporting events.’
Over three quarters of the survey participants (77%) of 35 to 44-year-olds disagreed with the statement, in comparison to 58% of 18 to 24-year-olds, 65% of 25 to 34-year-olds and 68% of those aged 45+. The survey comes in the wake of government proposals to ban drinks companies from advertising at sports events, citing that it influences spend on alcohol.
When questioned whether they think that a ban would lead to a reduction in what they spend on alcohol, 68% of survey participants disagreed. Some 73% of 25 to 34-year-olds and 77% of 35 to 44-year-olds said a ban would not change their alcohol spending habits. This is significantly higher than those aged 18-24 (52%) and 45+ (68%). 40% of the participants however, agreed that a ban on alcohol sponsorship would reduce exposure of products to children.
Angela Healy of Empathy Research said, “The research shows that most people think alcohol brands sponsoring sporting events does not affect their consumption of alcohol. When it comes to children, opinion was divided on whether a ban on alcohol sponsorship of sporting events would reduce their exposure to alcohol. Many other factors are at play here, including their exposure to relevant sporting events and participation in sports, as well as the example set in their own homes.”
© 2013 - Checkout Magazine by Genna Patterson
