Association between commercial television exposure and fast-food consumption among adults.
OBJECTIVE
To examine the association between television advertising exposure and adults' consumption of fast foods.


METHODS
Cross-sectional telephone survey. Questions included measures of frequency of fast-food consumption at different meal times and average daily hours spent watching commercial television.


METHODS
Subjects comprised 1495 adults (41 % response rate) aged >or=18 years from Victoria, Australia.


RESULTS
Twenty-three per cent of respondents usually ate fast food for dinner at least once weekly, while 17 % consumed fast food for lunch on a weekly basis. The majority of respondents reported never eating fast food for breakfast (73 %) or snacks (65 %). Forty-one per cent of respondents estimated watching commercial television for <or=1 h/d (low viewers); 29 % watched for 2 h/d (moderate viewers); 30 % watched for >or=3 h/d (high viewers). After adjusting for demographic variables, high viewers were more likely to eat fast food for dinner at least once weekly compared with low viewers (OR = 1.45; 95 % CI 1.04, 2.03). Both moderate viewers (OR = 1.53; 95 % CI 1.01, 2.31) and high viewers (OR = 1.81; 95 % CI 1.20, 2.72) were more likely to eat fast food for snacks at least once weekly compared with low viewers. Commercial television viewing was not significantly related (P > 0.05) to fast-food consumption at breakfast or lunch.


CONCLUSIONS
The results of the present study provide evidence to suggest that cumulative exposure to television food advertising is linked to adults' fast-food consumption. Additional research that systematically assesses adults' behavioural responses to fast-food advertisements is needed to gain a greater understanding of the mechanisms driving this association.
Scully
Maree
M
Centre for Behavioural Research in Cancer, The Cancer Council Victoria, 1 Rathdowne Street, Carlton, Victoria 3053, Australia. Maree.Scully@cancervic.org.au
Dixon
Helen
H
Wakefield
Melanie
M
D000293:Adolescent; D000328:Adult; D000329:Advertising; D000367:Age Factors; D001315:Australia; D001835:Body Weight; D003430:Cross-Sectional Studies; D004032:Diet / Q000706:statistics & numerical data*; D005247:Feeding Behavior / Q000523:psychology*; D005260:Female; D006801:Humans; D016015:Logistic Models; D008297:Male; D008875:Middle Aged; D012147:Restaurants / Q000706:statistics & numerical data*; D012737:Sex Factors; D011795:Surveys and Questionnaires; D013690:Television / Q000706:statistics & numerical data*; D055815:Young Adult