researchers at UI chicago’s Institute for health research and policy is getting a 2.2 million dollar federal grant to determine if TV advertising affects kids diet, physical activity and weight. It is a four-year project funded by the National Cancer Institute, and is unique because it will be the first to separate out the effects of tv advertising versus the effects of amount of tv watched.
Previous research conducted by Powell and her colleagues showed that 98 percent of food-product ads viewed by children ages 2 to 11, and 89 percent of those viewed by adolescents ages 12 to 17, were for foods high in fat, sugar or sodium.
The current study is the first to combine food, beverage and restaurant ad ratings and nutritional data with individual data on obesity to analyze the relationship between product exposure, nutritional content of ad exposure, and food consumption, diet quality and obesity, according to the researchers.
The study will also examine the relationship between exposure to health promotion ads — those that encourage eating fruits and vegetables or getting regular physical activity — and individual behaviors related to diet, activity and weight outcomes.
By measuring the types of ads that children of different ages and races are exposed to, the researchers hope to be able to determine if advertising practices and television viewing patterns contribute to differences in diet and obesity among white and black children.
In previous posts (see https://erylin.wordpress.com/2010/02/09/childhood-obesity-its-not-the-tv-its-the-junk-food-commericals/) i discussed a study that showed a definite link between COMMERICAL tv and weight issues when compared to dvds, movies ect. This study will focus on the same thing…perhaps we are looking at a future ban on sugar cereal commericals….however will they sell us HFCS for breakfast then? I mean of COURSE ads affect what our kids want…and what mother, in a fit of stfu HASNT caved and bought sugar smacks…or dove…or freaking fruit gummies, which passes for real fruit in my kids lunches at school sometimes. Have you watched Nickelodeon recently? If they aren’t being sold toys, they are being sold candy….cereal….or strawberry milk…..ick.
Another factor that really excites me: this is a GOOD study…it will involve thousands of subjects…..and University of Illinois at Chicago is a RENOWN research facility….we are talking impeccable research here people. UIC ranks among the nation’s leading research universities and is Chicago’s largest university with 26,000 students, 12,000 faculty and staff, 15 colleges and the state’s major public medical center. I look forward to seeing the results.
(from University of Illinois at Chicago)