Preschool TV Ads Focus on Fast Foods and Sweetened Cereals

According to a survey by the Kaiser Family Foundation, 70% of 4- to 6-year-olds watch TV on an average day. Even shows aimed at preschoolers contain a constant barrage of fast food and sweetened cereal ads, say researchers from Case Western Reserve University in Ohio.

In spring 2005, researchers watched 48 hours of preschool shows on PBS, Disney, and Nickelodeon. For each commercial, they noted:

• whether the ads promoted a product or brand
• whether the ads targeted kids or adults
• whether the ads showed food
• whether the ads used licensed characters, such as Ronald McDonald or Tony the Tiger

Overall, Disney had the fewest ads — only 26 — but all of their ads were aimed at children. PBS, which claims to use corporate sponsors instead of advertisers, still showed 65 ads, but only 59% were aimed at kids. Sixty percent of PBS' ads were food-related. Nickelodeon offered the most ads by far, with 283. In addition, 21% of Nick's ads were food-related, and 54% targeted kids directly.

Out of the food ads, commercials for fast food predominated. On Disney, for example, 100% of the food ads were for fast food; on PBS, fast-food ads made up 59% of all food-related ads. On Nickelodeon, 46% of all food-related ads hawked fast food, and most of the network's other food commercials advertised sweetened cereals. The researchers also noted that advertisers on all three networks used fun, action, animation, and licensed characters to appeal to kids and build brand recognition.

What This Means to You. According to the results of this study, more than half of all food ads during preschool shows are aimed at kids, and most of those advertise fast-food restaurants or sugary cereals. This type of advertising may affect your child's health if junk food becomes a family habit instead of an occasional treat.

To counteract this commercial effect, limit your child's TV viewing to no more than an hour or so daily, as suggested by the American Academy of Pediatrics (AAP). And cultivate your child's media savvy — talk about how commercials try to sell us food or products by making them look appealing, but good health and nutrition means eating plenty of fruits, vegetables, lean proteins, whole grains, and low-fat or fat-free dairy products.

Source: Susan M. Connor, PhD; Pediatrics, October 2006.

Reviewed by: Steven Dowshen, MD
Date reviewed: November 2006

Note: All information is for educational purposes only. For specific medical advice, diagnoses, and treatment, consult your doctor.

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