Advertised Foods on Children's Television

doi:10.1001/archpedi.1995.02170190059010

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Vol. 149 No. 6, June 1995

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Advertised Foods on Children's Television

Howard L. Taras, MD; Miriam Gage, MD

Arch Pediatr Adolesc Med. 1995;149(6):649-652.

Abstract

Objective
To assess the quantity and nutritional value of foods advertisedon children's television following new regulations and an expandednumber of networks.

Research Design
Children's television hours were surveyed (with use of a methodmodeled on previously published studies, for purposes of comparison).

Setting
Seven local network affiliates; all but one are broadcast nationally.

Results
Children viewed an average of 21.3 commercials per hour, eachlasting an average of 28.6 seconds. Food advertisements accountedfor 47.8% of these commercials. Ninety-one percent of advertisedfoods are high in fat, sugar, and/or salt. Compared with datacollected before new regulations and networks, children nowwatch more numerous but shorter commercials. Cereals and sweetsnacks are advertised proportionately less. Processed foods,canned and prepared foods, and dairy products are more frequentlyadvertised. The proportion of foods high in fat, salt, and sugarhas not changed.

Conclusions
Commercials advertising unhealthy foods account for a largeportion of children's televised viewing time. Current regulationsand the incursion of cable networks into the children's televisionmarket have not meaningfully impacted the nature or number offood advertisements.

(Arch Pediatr Adolesc Med. 1995;149:649-652)

Author Affiliations

From the Department of Pediatrics, University of California, San Diego, La Jolla, Calif (Dr Taras); and Department of Medicine/Family Practice Residency Program, Community Hospital, Santa Rosa, Calif (Dr Gage).

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