Giving the wrong impression: food and beverage brand impressions delivered to youth through popular movies

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Abstract

<div class="section"> <a class="named-anchor" id="d3002985e169">  </a> <h5 class="section-title" id="d3002985e170">Background</h5> <p id="d3002985e172">Marketing on television showcases less-healthful options, with emerging research suggesting movies promote similar products. Given the obesity epidemic, understanding advertising to youth should be a public health imperative. The objective of this study was to estimate youth impressions to food and beverages delivered through movies. </p> </div><div class="section"> <a class="named-anchor" id="d3002985e174">  </a> <h5 class="section-title" id="d3002985e175">Methods</h5> <p id="d3002985e177">Impressions were calculated by dividing US receipts annually into average movie ticket prices, then multiplying this by the number of brand appearances. Examination by ratings, product types and ages were conducted by Spearman rank correlation coefficient tests. </p> </div><div class="section"> <a class="named-anchor" id="d3002985e179">  </a> <h5 class="section-title" id="d3002985e180">Results</h5> <p id="d3002985e182">Youth in the USA saw over 3 billion food, beverage or food–retail establishment (FRE) impressions on average, annually from 1996 to 2005. Those aged 12–18 viewed over half of all impressions, with PG-13-rated movies containing 61.5% of impressions. There were no significant trends in brand appearances by food, beverage or FRE impressions over the decade, although there was a decreasing trend in R-rated impressions for both foods ( <i>P</i>< 0.01) and beverages ( <i>P</i>< 0.01), but not FREs ( <i>P</i>= 0.08). </p> </div><div class="section"> <a class="named-anchor" id="d3002985e193">  </a> <h5 class="section-title" id="d3002985e194">Conclusions</h5> <p id="d3002985e196">Movies promote billions of food and beverage impressions annually to youth. Given the public health crisis of obesity, future research should further investigate these trends, as well as the potential association of these unhealthy exposures in youth. </p> </div>

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Obesity: the worldwide epidemic.

W. Philip T. James (2015)

Over the last decade, the prevalence of obesity in Western and Westernizing countries has more than doubled. A standardized classification of overweight and obesity, based on the body mass index now allows a comparison of prevalence rates worldwide for the first time. In children, the International Obesity Taskforce age, sex, and BMI specific cut-off points are increasingly being used. BMI data are being evaluated as part of a new analysis of the Global Burden of Disease. Prevalence rates for overweight and obese people are very different in each region with the Middle East, Central and Eastern Europe and North American having higher prevalence rates. Obesity is usually now associated with poverty even in developing countries. Relatively new data suggest that abdominal obesity in adults, with its associated enhanced morbidity, occurs particularly in those who had lower birth weights and early childhood stunting.

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Children's food consumption during television viewing.

Yun Wang, Peter Robinson, Timothy Matheson … (2004)

Television viewing is associated with childhood obesity. Eating during viewing and eating highly advertised foods are 2 of the hypothesized mechanisms through which television is thought to affect children's weight. Our objectives were to describe the amounts and types of foods that children consume while watching television, compare those types with the types consumed at other times of the day, and examine the associations between children's body mass index (BMI) and the amounts and types of foods consumed during television viewing. Data were collected from 2 samples. The first sample consisted of ethnically diverse third-grade children, and the second consisted predominantly of Latino fifth-grade children. Three nonconsecutive 24-h dietary recalls were collected from each child. For each eating episode reported, children were asked whether they had been watching television. Height and weight were measured by using standard methods and were used to calculate BMI. On weekdays and weekend days, 17-18% and approximately 26% of total daily energy, respectively, were consumed during television viewing in the 2 samples. Although the fat content of the foods consumed during television viewing did not differ significantly from that of the foods consumed with the television off, less soda, fast food, fruit, and vegetables were consumed with the television on. The amount of food consumed during television viewing was not associated with children's BMI, but in the third-grade sample, the fat content of foods consumed during television viewing was associated with BMI. A significant proportion of children's daily energy intake is consumed during television viewing, and the consumption of high-fat foods on weekends may be associated with BMI in younger children.