title: 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.
  
  
  METHODS
  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.
  
  
  METHODS
  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 station-sponsored 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.
authors: 1Health Media Collaboratory,Institute for Health Research and Policy,University of Illinois,1747 West Roosevelt Road,M/C 275,Chicago,IL 60608,USA.
authors: Rachel
authors: R
authors: Kornfield
authors: 1Health Media Collaboratory,Institute for Health Research and Policy,University of Illinois,1747 West Roosevelt Road,M/C 275,Chicago,IL 60608,USA.
authors: Glen
authors: G
authors: Szczypka
authors: 2Health Policy and Administration,School of Public Health,University of Illinois,Chicago,IL,USA.
authors: Lisa M
authors: LM
authors: Powell
authors: 1Health Media Collaboratory,Institute for Health Research and Policy,University of Illinois,1747 West Roosevelt Road,M/C 275,Chicago,IL 60608,USA.
authors: Sherry L
authors: SL
authors: Emery
mesh_terms: D003131:Combined Modality Therapy; D016208:Databases, Factual; D004038:Diet, Reducing; D005191:Family Characteristics; D057140:Fast Foods / Q000009:adverse effects / Q000191:economics; D005860:Germany, West; D006078:Government Programs / Q000191:economics / Q000639:trends; D006293:Health Promotion / Q000191:economics / Q000639:trends; D006801:Humans; D009043:Motor Activity; D018673:Nutrition Policy / Q000191:economics / Q000639:trends; D009765:Obesity / Q000178:diet therapy / Q000191:economics / Q000517:prevention & control* / Q000628:therapy; D050177:Overweight / Q000178:diet therapy / Q000191:economics / Q000517:prevention & control* / Q000628:therapy; D066308:Public Service Announcements as Topic / Q000191:economics / Q000639:trends; D013690:Television / Q000191:economics / Q000639:trends; D014481:United States; D015431:Weight Loss
keywords: Nutrition