| Abstract: | A content analysis of on-air progmm promotions ap- pearing on the ABC, CBS, NBC and Fox networks was conducted to ascertain the degree to which promotional spots contain sexual acts or language, and whether the networks increase their use of sexual images and words in promos aired during sweeps. A total of 171 hours of prime time programming were videotaped over a three- month period in the fall of 1990. A total of 1,705 promotional spots were present between and within the programs. Analyses revealed that one in five promotions contained sexual acts or references. The most commonly-occurring sexual incident was kissing. An average of one verbal or visual instance of intercourse occurred every three hours. Depictions of or comments about sexual responsibility includ- ing STDs and pregnancy prevention were rarely in evidence. There were more sexual incidents per hour in nonsweeps promotions than in promotions aired during sweeps. Sex was more prevalent in promo- tions for dramas and movies, and NBC program advertisements were the most sex-laden. |
