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Association between commercial television exposure and fast-food consumption among adults
Maree Scully1, Helen Dixon, Melanie Wakefield
1Centre for Behavioural Research in Cancer, The Cancer Council Victoria, 1 Rathdowne Street, Carlton, Victoria 3053, Australia. Maree.Scully@cancervic.org.au
Objective:
To examine the association between television advertising exposure and adults' consumption of fast foods.
Design:
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.
Subjects/Setting:
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
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.
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