Comida en Venta: After-School Advertising on Spanish-Language Television in the United States
Received 8 June 2007; received in revised form 26 July 2007; accepted 5 September 2007. published online 02 November 2007.
Objective
To analyze the content of food and drink commercials aired during after-school hours on Spanish-language television.
Study design
We performed a content analysis of food and drink advertisements, evaluating product type, food category, and message content. All advertisements aired during after-school hours (3 to 9 p.m.) on 2 U.S. Spanish-language television stations were sampled over a 1-week period in the spring of 2006.
Results
We reviewed 60 hours of programming. Of the non-program content, 47% was for product advertisements, 15% (n = 153) of which was for food/drink. A mean of 2.5 food/drink commercials aired per hour (range 0-8), and the median duration was 30 seconds; 31% of food/drink commercials advertised fast food, and 27% advertised drinks, most (54%) of which were sugared. About one third (31%) of the food/drink commercials targeted children, 12% featured Latino celebrities, and 19% made reference to Latino culture. Only 16% of the food/drink commercials had health-related content.
Conclusions
Children viewing Spanish-language television in the United States after school are exposed to food and drink commercials, most of which advertise unhealthy foods, including fast food and sugared drinks. Food and beverage advertising on Spanish-language television may play an important role in the high risk of overweight among Latino children.
aDepartment of Pediatrics, Johns Hopkins University School of Medicine, Baltimore, MD
bDivision of General Pediatrics, Department of Pediatrics, UT Southwestern Medical Center and Children’s Medical Center, Dallas, TX
cHarborview Injury Prevention and Research Center, University of Washington, Seattle, WA
dDepartment of Pediatrics, University of Washington, Seattle, WA
eChildren’s Hospital and Regional Medical Center, University of Washington, Seattle, WA
fChild Health Institute, University of Washington, Seattle, WA.
Supported by the Robert Wood Johnson Foundation through the Robert Wood Johnson Clinical Scholars Program.
The opinions are those of the authors and not the Robert Wood Johnson Foundation.
ABSTRACT