Child-targeted TV advertising and preschoolers' consumption of high-sugar breakfast cereals.
Child-targeted TV advertising and preschoolers' consumption of high-sugar breakfast cereals.
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DOI：
10.1016/j.appet.2016.10.014
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发表时间：
2017-01-01
期刊：
影响因子：
5.4
通讯作者：
Dalton MA
中科院分区：
文献类型：
--
作者：
Longacre MR;Drake KM;Titus LJ;Harris J;Cleveland LP;Langeloh G;Hendricks K;Dalton MA
早餐麦片是针对儿童的电视节目中广告最多的包装食品，大多数广告都是高糖麦片。这项研究调查了儿童电视上接触针对儿童的高糖早餐麦片（SBC）广告是否与他们对这些SBC品牌的消费有关。从美国南部新罕布什尔州的儿科和妇女、婴儿和儿童（WIC）诊所招募了3至5岁儿童的父母，并在2013年4月至12月期间完成了一项横断面调查。父母报告了他们的孩子对SBC品牌的消费;他们的孩子在过去一周内是否观看了11个儿童频道中的任何一个;他们孩子的电视观看时间;以及社会人口统计数据。儿童接触针对儿童的SBC电视广告是通过将电视频道和观看时间与同一时间段内在儿童电视频道播出的SBC广告的广告数据相结合来计算的。548名家长完成了调查，其中52.7%的家庭年收入在5万美元或以下，孩子的平均年龄为4.4岁，51.6%为女性，72.5%为非西班牙裔白色人。在过去一周内，56.9%（N=312）的儿童食用了儿童频道广告中的SBC。总体而言，40.6%的儿童在过去一周内接触到针对儿童的SBC电视广告。在完全调整的分析中，儿童消费的SBC品牌数量与他们接触针对儿童的SBC广告呈正相关。儿童消费14%（RR=1.14，95%CI：1.02，1.27）更多的SBC品牌，每10个SBC广告看到在过去的7天。接触儿童定位的SBC电视广告与学龄前儿童的SBC品牌消费呈正相关。这些发现支持限制向幼儿销售高糖食品的建议。
Breakfast cereals represent the most highly advertised packaged food on child-targeted television, and most ads are for cereals high in sugar. This study examined whether children's TV exposure to child-targeted, high-sugar breakfast cereal (SBC) ads was associated with their consumption of those SBC brands. Parents of 3- to 5-year-old children were recruited from pediatric and Women, Infants, and Children (WIC) clinics in Southern New Hampshire, USA, and completed a cross-sectional survey between April-December 2013. Parents reported their child's consumption of SBC brands; whether their child had watched any of 11 kids’ channels in the past week; their child's TV viewing time; and socio-demographics. Children's exposure to child-targeted SBC TV ads was calculated by combining TV channel and viewing time with advertising data for SBC ads aired on kids’ TV channels during the same timeframe. Five hundred forty-eight parents completed surveys; 52.7% had an annual household income of $50,000 or less. Children's mean age was 4.4 years, 51.6% were female, and 72.5% were non-Hispanic white. In the past week, 56.9% (N=312) of children ate SBCs advertised on kids’ channels. Overall, 40.6% of children were exposed to child-targeted SBC TV ads in the past week. In fully adjusted analyses, the number of SBC brands children consumed was positively associated with their exposure to child-targeted SBC ads. Children consumed 14% (RR=1.14, 95% CI: 1.02, 1.27) more SBC brands for every 10 SBC ads seen in the past 7 days. Exposure to child-targeted SBC TV advertising is positively associated with SBC brand consumption among preschool-aged children. These findings support recommendations to limit the marketing of high-sugar foods to young children.
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