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

Abstract

Objective: 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. Design: 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. Setting: United States. Results: 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 stationsponsored 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. Conclusions: 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.

Characteristics of healthy weight advertisements in three countries

“…This search process generated 72 ads, representing 39 discrete campaigns aired between 2004 and 2015. Most were dated 2010–2015 ( n =59, 82%), which is consistent with the observation that campaigns relating to obesity prevention were rare prior to the early 2000s 13 …”

“…Most were dated 2010-2015 (n=59, 82%), which is consistent with the observation that campaigns relating to obesity prevention were rare prior to the early 2000s. 13 The ads were initially coded by two authors. Each ad was watched twice and then assessed according to codes reflecting campaign design elements listed in Table 1.…”

Alcohol harm reduction advertisements: a content analysis of topic, objective, emotional tone, execution and target audience

“…There was a notable lack of alcohol harm reduction ads produced in the United States (US) relative to Australia and the United Kingdom, especially considering that the scale of alcohol-related harm is similar in the US to those countries where most ads were produced [ 1 ]. Even in the absence of national campaigns in the US, it is surprising that there has also been such little activity at the state and community levels, given a recent study found that is where many obesity prevention campaigns originated [ 104 ]. Furthermore, six of the ten ads from the US identified in our study focused on underage drinking—either by demonstrating the harmful effects on youth or encouraging parents to talk to their children about drinking—indicating a need for additional campaign efforts to inform the broader American public of the short- and long-term harms associated with alcohol consumption.…”

“…targeted audience rating points) to provide estimates of the frequency of population exposure to certain campaign characteristics (e.g. [ 58 , 104 ]). To examine associations with campaign outcomes, the message characteristics identified in this content analysis could also be used to assist interpretation of the results of population survey or cohort studies of changes in drinking behaviours following exposure to campaign messages with different characteristics [ 21 ].…”

Applying Precision Medicine to Healthy Living for the Prevention and Treatment of Cardiovascular Disease

“…for each public service and on TV, there are 400 ads from industry whose share of unhealthy foods is 95%. 178 Another key communicative context is our interpersonal networks of discussion, also referred to as everyday talk. Everyday talk is both formal and informal, has direct consequences on HL practices and the dissemination of information and values, serves to negotiate meaning and labels about health concerns and defines relationships with healthcare providers.…”