There were almost a thousand references to alcohol marketing during the broadcast of one Six Nations Rugby game.
That's one every 12 seconds, according to new research into the 2020 Championship.
During Ireland’s home match against Wales, viewers were targeted with 754 alcohol promo messages, one every 15 seconds.
Eunan McKinney is from Alcohol Action Ireland, who were involved in the study.
"It's saturation, and it's also bordering on subliminal arguing we would argue, which in itself is largely prohibited on any broadcast medium.
"What you have essentially for those rugby matches is one large extended advertisement for a particular alcohol brand."
