title: Receptivity to television fast-food restaurant marketing and obesity among U.S. youth.
abstract: BACKGROUND
  Advertisement of fast food on TV may contribute to youth obesity.
  
  
  OBJECTIVE
  The goal of the study was to use cued recall to determine whether TV fast-food advertising is associated with youth obesity.
  
  
  METHODS
  A national sample of 2541 U.S. youth, aged 15-23 years, were surveyed in 2010-2011; data were analyzed in 2012. Respondents viewed a random subset of 20 advertisement frames (with brand names removed) selected from national TV fast-food restaurant advertisements (n=535) aired in the previous year. Respondents were asked if they had seen the advertisement, if they liked it, and if they could name the brand. A TV fast-food advertising receptivity score (a measure of exposure and response) was assigned; a 1-point increase was equivalent to affirmative responses to all three queries for two separate advertisements. Adjusted odds of obesity (based on self-reported height and weight), given higher TV fast-food advertising receptivity, are reported.
  
  
  RESULTS
  The prevalence of overweight and obesity, weighted to the U.S. population, was 20% and 16%, respectively. Obesity, sugar-sweetened beverage consumption, fast-food restaurant visit frequency, weekday TV time, and TV alcohol advertising receptivity were associated with higher TV fast-food advertising receptivity (median=3.3 [interquartile range: 2.2-4.2]). Only household income, TV time, and TV fast-food advertising receptivity retained multivariate associations with obesity. For every 1-point increase in TV fast-food advertising receptivity score, the odds of obesity increased by 19% (OR=1.19, 95% CI=1.01, 1.40). There was no association between receptivity to televised alcohol advertisements or fast-food restaurant visit frequency and obesity.
  
  
  CONCLUSIONS
  Using a cued-recall assessment, TV fast-food advertising receptivity was found to be associated with youth obesity.
authors.affiliation: Department of Pediatrics, Geisel School of Medicine at Dartmouth, Lebanon, New Hampshire; Department of Community and Family Medicine, Geisel School of Medicine at Dartmouth, Lebanon, New Hampshire; Norris Cotton Cancer Center, Lebanon, New Hampshire. Electronic address: Auden.C.McClure@Hitchcock.org.
authors.forename: Auden C
authors.initials: AC
authors.lastname: McClure
authors.forename: Susanne E
authors.initials: SE
authors.lastname: Tanski
authors.forename: Diane
authors.initials: D
authors.lastname: Gilbert-Diamond
authors.forename: Anna M
authors.initials: AM
authors.lastname: Adachi-Mejia
authors.forename: Zhigang
authors.initials: Z
authors.lastname: Li
authors.forename: Zhongze
authors.initials: Z
authors.lastname: Li
authors.forename: James D
authors.initials: JD
authors.lastname: Sargent
mesh_terms: D000293:Adolescent; D000329:Advertising; D003463:Cues; D057140:Fast Foods; D005260:Female; D006801:Humans; D007182:Income / Q000706:statistics & numerical data; D008297:Male; D015999:Multivariate Analysis; D009765:Obesity / Q000453:epidemiology*; D050177:Overweight / Q000453:epidemiology*; D015995:Prevalence; D012147:Restaurants; D013690:Television / Q000706:statistics & numerical data; D013997:Time Factors; D014481:United States / Q000453:epidemiology; D055815:Young Adult