Table 3
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Reactions to three alcohol adverts across eight items among ~2500 11–17 year olds

Fosters RadlerHaig Club ClubmanSmirnoffFosters Radler vs Haig Club ClubmanFosters Radler vs SmirnoffHaig Club Clubman vs Smirnoff
MeanSDMeanSDMeanSDppp
To what extent do you like or dislike that advert?3.341.2892.751.2613.421.256<0.0010.069<0.001
Tempts me to drink the product2.351.3362.121.3032.211.284<0.001<0.0010.001
Makes the product look appealing3.241.2322.971.3023.081.172<0.001<0.001<0.001
Do you feel the advert is fun3.671.2812.781.3093.631.241<0.0010.007<0.001
Makes the product seem a healthy choice2.851.1102.531.0372.941.065<0.0010.001<0.001
Makes the product seem a popular choice3.441.0933.321.2013.411.101<0.0010.2200.001
Makes me think that drinking the product is fun3.311.1962.981.2633.240.175<0.0010.002<0.001
Would be appealing to people my age2.931.2992.401.3023.051.314<0.001<0.001<0.001
Fosters RadlerHaig Club ClubmanSmirnoffFosters Radler vs Haig Club ClubmanFosters Radler vs SmirnoffHaig Club Clubman vs Smirnoff
MeanSDMeanSDMeanSDppp
To what extent do you like or dislike that advert?3.341.2892.751.2613.421.256<0.0010.069<0.001
Tempts me to drink the product2.351.3362.121.3032.211.284<0.001<0.0010.001
Makes the product look appealing3.241.2322.971.3023.081.172<0.001<0.001<0.001
Do you feel the advert is fun3.671.2812.781.3093.631.241<0.0010.007<0.001
Makes the product seem a healthy choice2.851.1102.531.0372.941.065<0.0010.001<0.001
Makes the product seem a popular choice3.441.0933.321.2013.411.101<0.0010.2200.001
Makes me think that drinking the product is fun3.311.1962.981.2633.240.175<0.0010.002<0.001
Would be appealing to people my age2.931.2992.401.3023.051.314<0.001<0.001<0.001

SD = standard deviation. Base = all participants, excluding those not able to watch the video (Fosters Radler n = 63, Haig Club Clubman n = 65, Smirnoff n = 59).Where question items refer to ‘the product’ in the table, the brand name was used in the survey. Items were presented to participants with lower scores representing positive reactions on a Likert scale, and recoded for analysis purposes to read: I like that advert (5)/ dislike (1), Tempts me to drink [Brand] (5) / Does not tempt (1), Makes [Brand] look appealing (5) / unappealing (1) [Advert] is fun (5) / boring (1), Makes [Brand] seem a healthy choice (5) / unhealthy choice (1), Makes [Brand] seem a popular choice (5) / unpopular choice (1), Makes me think that drinking [Brand] is fun (5) / boring (1), Would be appealing to people my age (5) / unappealing (1). Means and standard deviations are weighted. p value from Wilcoxon signed rank test (unweighted). Cases with missing data excluded on a test-by-test basis. Bonferroni correction applied for three pairwise comparisons, so critical P value = 0.016

Table 3
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Reactions to three alcohol adverts across eight items among ~2500 11–17 year olds

Fosters RadlerHaig Club ClubmanSmirnoffFosters Radler vs Haig Club ClubmanFosters Radler vs SmirnoffHaig Club Clubman vs Smirnoff
MeanSDMeanSDMeanSDppp
To what extent do you like or dislike that advert?3.341.2892.751.2613.421.256<0.0010.069<0.001
Tempts me to drink the product2.351.3362.121.3032.211.284<0.001<0.0010.001
Makes the product look appealing3.241.2322.971.3023.081.172<0.001<0.001<0.001
Do you feel the advert is fun3.671.2812.781.3093.631.241<0.0010.007<0.001
Makes the product seem a healthy choice2.851.1102.531.0372.941.065<0.0010.001<0.001
Makes the product seem a popular choice3.441.0933.321.2013.411.101<0.0010.2200.001
Makes me think that drinking the product is fun3.311.1962.981.2633.240.175<0.0010.002<0.001
Would be appealing to people my age2.931.2992.401.3023.051.314<0.001<0.001<0.001
Fosters RadlerHaig Club ClubmanSmirnoffFosters Radler vs Haig Club ClubmanFosters Radler vs SmirnoffHaig Club Clubman vs Smirnoff
MeanSDMeanSDMeanSDppp
To what extent do you like or dislike that advert?3.341.2892.751.2613.421.256<0.0010.069<0.001
Tempts me to drink the product2.351.3362.121.3032.211.284<0.001<0.0010.001
Makes the product look appealing3.241.2322.971.3023.081.172<0.001<0.001<0.001
Do you feel the advert is fun3.671.2812.781.3093.631.241<0.0010.007<0.001
Makes the product seem a healthy choice2.851.1102.531.0372.941.065<0.0010.001<0.001
Makes the product seem a popular choice3.441.0933.321.2013.411.101<0.0010.2200.001
Makes me think that drinking the product is fun3.311.1962.981.2633.240.175<0.0010.002<0.001
Would be appealing to people my age2.931.2992.401.3023.051.314<0.001<0.001<0.001

SD = standard deviation. Base = all participants, excluding those not able to watch the video (Fosters Radler n = 63, Haig Club Clubman n = 65, Smirnoff n = 59).Where question items refer to ‘the product’ in the table, the brand name was used in the survey. Items were presented to participants with lower scores representing positive reactions on a Likert scale, and recoded for analysis purposes to read: I like that advert (5)/ dislike (1), Tempts me to drink [Brand] (5) / Does not tempt (1), Makes [Brand] look appealing (5) / unappealing (1) [Advert] is fun (5) / boring (1), Makes [Brand] seem a healthy choice (5) / unhealthy choice (1), Makes [Brand] seem a popular choice (5) / unpopular choice (1), Makes me think that drinking [Brand] is fun (5) / boring (1), Would be appealing to people my age (5) / unappealing (1). Means and standard deviations are weighted. p value from Wilcoxon signed rank test (unweighted). Cases with missing data excluded on a test-by-test basis. Bonferroni correction applied for three pairwise comparisons, so critical P value = 0.016

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