Scheduled for Research Consortium Exercise Physiology & Fitness and Health Poster Session, Wednesday, April 13, 2005, 12:45 PM - 2:15 PM, Convention Center: Exhibit Hall Poster Area I


Content Analysis of Nutritional Choices on Television Commercials (Health)

Eric J. Emery1, Ryan J. Willis2, Christopher Woods1, Jean Eckrich3 and Russell Medbery1, (1)Colby-Sawyer College, New London, NH, (2)Derry, NH, (3)Colby-Sawyer College, Hopkinton, NH

The debate about the impact of television commercials on children continues to escalate. The American Psychological Association has recently weighed in on the subject and has recommended the banning of commercials on children’s shows or the development of guidelines for commercials. Certainly, one area of concern is the potential impact of food commercials on the health of children. Therefore, the purpose of this study was to determine the content of food- related television commercials at different times of the week and on different television stations. The advertisements from two Saturday mornings were reviewed for the Cartoon Network, Nickelodeon, FOX, and ABC stations for a total of 24 hours of broadcast time. In addition, the advertisements from three consecutive midweek days were reviewed for the Cartoon Network and Nickelodeon stations for an additional 24 hours of broadcast time. All commercials were during prime time children’s viewing hours (weekend mornings and weekday afternoons). Advertisements aimed at selling food were targeted. Each commercial was identified as one that focused on core foods or non-core foods based on the descriptions provided by Zuppa, Morton, and Mehta (2003). Two raters agreed on all commercials that were counted. A chi-squared test was used to determine if there were differences in the proportionality of television commercials portraying core and non-core foods across all times and all networks. In addition, weekend commercials versus weekday commercials were analyzed and commercials from children’s networks (Nickelodeon and the Cartoon Network) versus general stations (ABC and Fox) were analyzed. There was a significant difference (p < .05) in the proportionality of core foods versus non-core foods advertisements. A total of 437 advertisements were counted across the 48 hours and 79.41% were for non-core foods and 20.59% of the advertisements were for core foods. There were no differences in the proportionality of core foods advertised during midweek (24.38%) and the weekend (17.4%). There were also no differences in the percentages of core foods advertised on children’s networks (20.53%) and general stations (20.83%). The percentage of non-core foods shown during children’s viewing hours should be of major concern as issues related to children’s health and obesity continue to be explored.
Keyword(s): health promotion, national issues

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