Jennifer L Harris, Binod Khanal, Frances Fleming-Milici, Tatiana Andreyeva
{"title":"Children's cereal purchases by US households: Associations with child versus adult TV ad exposure.","authors":"Jennifer L Harris, Binod Khanal, Frances Fleming-Milici, Tatiana Andreyeva","doi":"10.1016/j.amepre.2024.11.022","DOIUrl":null,"url":null,"abstract":"<p><strong>Introduction: </strong>Research is needed to demonstrate the impact of child-directed advertising on household purchases of nutrient-poor children's foods to support mandatory government regulations. This study examines the relationship between total TV advertising to children versus adults and U.S. household purchases of high-sugar children's cereals. Post-hoc analyses examine potential differential marginal effects of advertising on households experiencing health disparities.</p><p><strong>Methods: </strong>Longitudinal Nielsen U.S. household panel data (2009-2017) provided monthly volume (oz) of ready-to-eat cereal purchases by households with children (<12 years) (N=76,926). Nielsen gross ratings point data measured monthly TV advertising to children (6-11 years) and adults (18-49 years) (2008-2017). A two-part Cragg hurdle model assessed associations between child versus adult advertising for children's cereal brands (n=9) and subsequent household cereal purchases, including differences by household sociodemographic characteristics. Data were collected in 2021 and analyzed in 2023.</p><p><strong>Results: </strong>Advertising to children, but not adults, was positively related to household purchases of children's cereals (p<0.01) across all sample households. Lower price (p<0.05) and greater household size (p<0.01) also predicted higher purchases. Marginal effects of advertising to children were higher for Black versus non-Black households (p<0.01), and positively related to purchases by middle/high-income (p<0.01) but not low-income households. Advertising to adults only predicted greater children's cereal purchases by low-income households (p<0.01).</p><p><strong>Conclusions: </strong>Advertising children's cereals directly to children may increase household purchases and children's consumption of these high-sugar products. Child-directed advertising may also disproportionately influence purchases by Black households. This study supports further restrictions on advertising of nutrient-poor foods directly to children.</p>","PeriodicalId":50805,"journal":{"name":"American Journal of Preventive Medicine","volume":" ","pages":""},"PeriodicalIF":4.3000,"publicationDate":"2024-12-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"American Journal of Preventive Medicine","FirstCategoryId":"3","ListUrlMain":"https://doi.org/10.1016/j.amepre.2024.11.022","RegionNum":2,"RegionCategory":"医学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"MEDICINE, GENERAL & INTERNAL","Score":null,"Total":0}
引用次数: 0
Abstract
Introduction: Research is needed to demonstrate the impact of child-directed advertising on household purchases of nutrient-poor children's foods to support mandatory government regulations. This study examines the relationship between total TV advertising to children versus adults and U.S. household purchases of high-sugar children's cereals. Post-hoc analyses examine potential differential marginal effects of advertising on households experiencing health disparities.
Methods: Longitudinal Nielsen U.S. household panel data (2009-2017) provided monthly volume (oz) of ready-to-eat cereal purchases by households with children (<12 years) (N=76,926). Nielsen gross ratings point data measured monthly TV advertising to children (6-11 years) and adults (18-49 years) (2008-2017). A two-part Cragg hurdle model assessed associations between child versus adult advertising for children's cereal brands (n=9) and subsequent household cereal purchases, including differences by household sociodemographic characteristics. Data were collected in 2021 and analyzed in 2023.
Results: Advertising to children, but not adults, was positively related to household purchases of children's cereals (p<0.01) across all sample households. Lower price (p<0.05) and greater household size (p<0.01) also predicted higher purchases. Marginal effects of advertising to children were higher for Black versus non-Black households (p<0.01), and positively related to purchases by middle/high-income (p<0.01) but not low-income households. Advertising to adults only predicted greater children's cereal purchases by low-income households (p<0.01).
Conclusions: Advertising children's cereals directly to children may increase household purchases and children's consumption of these high-sugar products. Child-directed advertising may also disproportionately influence purchases by Black households. This study supports further restrictions on advertising of nutrient-poor foods directly to children.
期刊介绍：
The American Journal of Preventive Medicine is the official journal of the American College of Preventive Medicine and the Association for Prevention Teaching and Research. It publishes articles in the areas of prevention research, teaching, practice and policy. Original research is published on interventions aimed at the prevention of chronic and acute disease and the promotion of individual and community health.
Of particular emphasis are papers that address the primary and secondary prevention of important clinical, behavioral and public health issues such as injury and violence, infectious disease, women''s health, smoking, sedentary behaviors and physical activity, nutrition, diabetes, obesity, and substance use disorders. Papers also address educational initiatives aimed at improving the ability of health professionals to provide effective clinical prevention and public health services. Papers on health services research pertinent to prevention and public health are also published. The journal also publishes official policy statements from the two co-sponsoring organizations, review articles, media reviews, and editorials. Finally, the journal periodically publishes supplements and special theme issues devoted to areas of current interest to the prevention community.
求助内容：
应助结果提醒方式：
京公网安备 11010802042870号
