Washington: Wondering how TV exposure leads to obesity in children? Well, then pay closer attention to the commercials, suggests a new study.
In the study, researchers at the University of California-Davis examined the types of food advertisements seen by children watching English- and Spanish-language American television programs on Saturday mornings and weekday afternoons, which are high viewing times for children.
Recordings were made of programs on twelve networks including highly rated children`s cable channels Nickelodeon, Cartoon Network, and Kids` WB, networks that appeal to older youths (MTV, BET), mainstream English-language channels ABC, CBS, NBC, FOX, and UPN, and Univision and Telemundo, the two highest rated Spanish language channels.
Out of 5,724 commercials recorded, 1,162 were food-related, with 91.2 percent of food promotions in English, and 8.7 percent in Spanish. Only 1 commercial was bilingual.
Overall, nearly 1 in 5 advertisement was for a food or nutrition-related product, with 5.2 food advertisements presented every hour.
Fast-food restaurants, sugary food, chips/crackers, and sugar-added beverages collectively accounted for more than 70 percent of food commercials; 34 percent were for `food on the run,` fast-food restaurants and convenience food.
The researchers found that children`s networks had the highest percentage of food-related commercials. Food advertisements were predominately for sugary cereals and sweets, high fat food, convenience or fast-food restaurant food, and chips/crackers.
When compared to television for a general audience, children`s networks in this study exposed young viewers to 76 percent more food commercials per hour than did the other networks, with the Saturday morning 7-10 AM time slot being more saturated with food commercials.
Approximately 7.7 food commercials per hour appeared in programming on the children`s networks, which is approximately 1 food commercial every 8 minutes
The study has been published in the November/December issue of the Journal of Nutrition Education and Behaviour.
ANI
First Published: Thursday, November 5, 2009, 13:13
