Nutrition-Specific TV Ads Presented During After-School Programming: Junk Food for the Mind?

Abstract

studies indicate that watching TV is the #1 after-school activity among children ages 6-17. Television viewing is associated with obesity in children. While a number of studies have examined TV ads during Saturday morning programming, the purpose of this study is to quantify the number and describe the type of nutrition-specific messages presented during after-school programming to children. Four television channels (a local, cable, independent and major network) were selected for inclusion in this study. Programming was videotaped for five consecutive weekdays from 2:30-5:00 p.m. Each commercial featuring a food and/or beverage was coded in 9 areas: product name, manufacturer, type of commercial, type of food, use of incentives, presence of children, eating occurring, meal vs. snack, and type of message delivered. During 50 hours of television programming, 1305 commercials were noted. Food-specific advertising occurred in 60% of the ads. The most frequently advertised foods were breakfast cereals (26%), fast food (14%), pizza (8%) and fruit snacks (8%). Following close behind was TV ads for chips, desserts and candy (∼7% respectively). Messages presented to children during these commercials emphasized food taste and whether it was run/cool/hip to eat the foods. TV ads presented during afternoon programming were similar to those targeting children during Saturday morning cartoons and featured foods high in sugar, fat, and/or sodium. Dietitians should counsel parents on the potential influence of television on children's food choices and physical activity levels. In addition to continued national advocacy and policy efforts, dietitians should help parents and teachers educate children to become responsible and informed consumers.