Nutritional Content of Food Advertising Directed to Children on Television

INTRODUCTION: Given the high rates of child obesity, previously documented low-nutritional content of TV food ads and recent industry self-regulation pledges, this study examines the nutritional content of food advertising seen by American children. The study compares of exposure across all ads seen by children and those ads seen on programs with child audience greater than 35% and greater than 20%. METHODS: The study draws on 2009 TV ratings to examine caloric and nutritional content for fat, saturated fat, sugar, sodium and fiber of food product advertisements seen on television by children ages 2-5 and 6-11. Food products are examined in aggregate and by five separate categories that include cereal, sweets, snacks, beverages and other food products. Analyses are also undertaken by company membership in the Children's Food and Beverage Advertising Initiative (CFBAI). The nutritional content for each ad seen is weighted by the television ratings data to provide actual exposure measures. RESULTS: Ads seen by children had, on average, 141 kcal per advertisement. Overall, 88% and 79%, respectively, of CFBAI and non-CFBAI company ads seen by children in 2009, were for products high in saturated fat, sugar or sodium. Results based on ongoing analyses of exposure on programming with child audience greater than 35% and 20% will also be presented. DISCUSSION: Study findings will provide new evidence to further assess the extent to which self-regulatory pledges can translate into a reduction in the promotion of unhealthy food products and an increase in the promotion of healthier foods and beverages.