Health‐related content in Australian television advertising

Abstract

PurposeThe purpose of this paper is to explore the proportions of health‐related content in non‐program time on Australian television, and how this relates to channel, product category, program genre and whether it is an advertisement or public service announcement (PSA).Design/methodology/approachAustralian prime time television was recorded across three commercial television stations in Sydney. Non‐program content (NPC) was coded according to the channel, program genre, length of content and product advertised. In total, 44 hours of programming was recorded.FindingsNot surprisingly, significant differences were found in the percentage of health‐related content between advertisements (22 percent) and PSAs (67 percent). Again unsurprisingly there was also a significant relationship between the product category and health‐related content (χ2=366.601, p=0.000), but also between health‐related content and program genre (χ2=20.594, p=0.024), particularly situation comedies (31 percent) and sport (15 percent). No difference was found in the percentage of health‐related content between the channels.Research limitations/implicationsDifferences existing in the amount of NPC across program genre suggest that viewers of programs with high rates of health‐related content in advertising may have higher exposure to product dependant health information.Originality/valueHealth information is examined in a general sample without focus on particular demographics or health topics and the role of program genre is investigated.