Journal Article

Televised obesity-prevention advertising across US media markets: exposure and content, 2010–2011

Szczypka, Glen, Powell, Lisa M, Emery, Sherry L, Kornfield, Rachel

2015

Overview

To examine levels of exposure and content characteristics for recent televised obesity-prevention campaigns sponsored by state and community health departments, federal agencies, non-profit organizations and television stations in the USA. Nielsen television ratings for obesity-prevention advertising were collected for the top seventy-five US media markets and were used to calculate household exposure levels for 2010 and 2011. Governmental advertisements were coded for content. United States. Average household exposure to obesity-prevention campaigns was 2·6 advertisements per month. Exposure increased by 31 % between 2010 and 2011, largely driven by increases in federal advertisements. In 2011, the federal government accounted for 62 % of obesity-prevention exposure, non-profit organizations for 9 %, community departments for 8 %, state departments for 3 %, and television station-sponsored public-service announcements for 17 %. The greatest percentage increase between 2010 and 2011 was in community advertising, reflecting efforts funded by the Communities Putting Prevention to Work (CPPW) programme. Among thirty-four state and community campaigns, the majority advocated both healthy eating and physical activity (53 %). Campaigns typically had positive or neutral emotional valence (94 %). Obesity or overweight was mentioned in 47 % of campaigns, but only 9 % specifically advocated weight loss. Exposure to televised obesity-prevention advertising increased from 2010 to 2011 and was higher than previously found in 1999-2003, apart from in 2003 during the federal VERB campaign. Nevertheless, exposure remains low relative to advertising for unhealthy foods. New federal campaigns have increased exposure to obesity-prevention advertising nationally, while CPPW grants have increased exposure for targeted areas.

• Publisher: Cambridge University Press
• Subject: advertising / American Recovery & Reinvestment Act 2009-US / Combined Modality Therapy / community health / Databases, Factual / Departments / Diet, Reducing / Eating behavior / Exercise / Exposure / Family Characteristics / Fast Foods - adverse effects / Fast Foods - economics / federal government / foods / Germany, West / Government Programs - economics / Government Programs - trends / grants / Health care / Health Promotion - economics / Health Promotion - trends / healthy diet / Humans / markets / Motor Activity / nonprofit corporations / Nonprofit organizations / Nutrition communication / Nutrition Policy - economics / Nutrition Policy - trends / Obesity / Obesity - diet therapy / Obesity - economics / Obesity - prevention & control / Obesity - therapy / Overweight - diet therapy / Overweight - economics / Overweight - prevention & control / Overweight - therapy / physical activity / Prevention / Public health / Public Service Announcements as Topic - economics / Public Service Announcements as Topic - trends / Research Papers / Television / Television - economics / Television - trends / Television advertising / Television stations / United States / Weight control / Weight Loss