Black-oriented television supplies more fast food advertising

by Heather Craven, Posted Apr 6th 2006 @ 4:38PM

According to a study conducted at Black Entertainment Television during the summer of 2005, there were far more more commercials for fast food and snacks on black-oriented TV than on channels aimed at the more general population. The results of this study, which will likely prove to be provocative, indicated a cause for the rising trend in obesity among African-American children. The study monitored commercials during the afternoon hours, the time slot most attractive to children who watch cartoons and 'tween shows; the the WB network and Disney Channel were also involved in the study. During the time slot, over 1,000 ads were shown on all three channels. On BET 66 percent of the ads were for fast food commercials, as opposed to 34 percent on the WB and none on the Disney channel. BET scored an 82 percent for soda ads, with WB at 11 percent and the Disney channel was again last at 6 percent. As for high calorie, low fiber snacks, the BET commercial time came in at 60 percent, nothing for the WB and the Disney channel scored 60 percent.

Not only are these statistics disturbing, but studies have also shown that for every hour of television viewing, children are likely to consume an additional 167 calories, as opposed to their peers who are reading, playing sports or involved in other, less passive activities. Childhood obesity is on the rise in children of all races. The impetus behind the study is not intended to point fingers at one race in particular, but rather to show a rising trend in all children. As obesity rates rise in children and young adults so do incidents of high blood pressure, heart disease and diabetes, both of which lead to life-long health issues.

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Filed Under: Television/Film, Trends, Drink Recipes
Tags: African-American children, African-americanChildren, america, BET, commercials, diabetes, Disney Channel, DisneyChannel, heart disease, HeartDisease, high blood pressure, HighBloodPressure, junk food ads, JunkFoodAds, obesity, soda, soft drinks, television, trans fats, WB network, WbNetwork

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Reader comments (Page 1 of 1)

4-06-2006 @5:23PM extramsg said... I think that people consume food while watching TV has little to do with the advertisements and more to with that it's a very passive activity. I don't snack while I watch TV, I browse the internet on my laptop, play Yahoo Games, etc. But as a kid I certainly snacked a lot while watching TV. Think about movies, where you go and snack on popcorn and other junk food. It's just an activity that lends itself to eating. I grew up eating dinner in front of the TV. Every taqueria has a TV in it. Sports bars are filled with TV. The two go together. Few other activities are so condusive to eating.

As for African-American-oriented commercials, the obvious question is: Is this because advertisers know their markets, or something more sinister? I tend to believe the former. I imagine it's going to take a long and arduous change in the culture that may come with the growing middle class. Healthy eating has become a luxury for most, especially those in urban areas.
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