Drinking on television: a content analysis of recent alcohol portrayal.

The portrayal of alcohol on British television was examined in a systematic sample of 50 programmes broadcast in 1988. Nearly three-quarters of the programmes contained visual or verbal references to alcohol. On average, there was a reference to alcohol in every six and a half minutes of programming. Alcohol was most prominently featured in fictional programmes, particularly in one soap opera, Eastenders. A third of the programmes showed specific brands of alcohol. It is estimated that the portrayal of alcohol in Britain's most popular programmes is worth pounds 487 million of free promotion to the alcohol industry per annum. Nevertheless, in comparison with an earlier study, carried out in 1986, there appeared to be fewer alcohol images. A number of recommendations are made for further action and monitoring of alcohol portrayal.