Children's Cereal Purchases by U.S. Households: Associations With Child Versus Adult TV Ad Exposure

Research is needed to demonstrate the impact of child-directed advertising on household purchases of nutrient-poor children's foods to support mandatory government regulations. This study examines the relationship between total TV advertising to children versus adults and U.S. household purchases of high-sugar children's cereals. Posthoc analyses examine potential differential marginal effects of advertising on households experiencing health disparities.

Longitudinal NielsenIQ U.S. Consumer Panel Data (2009-2017) provided monthly volume (oz) of ready-to-eat cereal purchases by households with children (<12 years) (N=76,926). Nielsen gross ratings point data measured monthly TV advertising to children (6-11 years) and adults (18-49 years) (2008-2017). A 2-part Cragg hurdle model assessed associations between child versus adult advertising for children's cereal brands (n=9) and subsequent household cereal purchases, including differences by household sociodemographic characteristics. Data were collected in 2021 and analyzed in 2023.

Advertising to children, but not adults, was positively related to household purchases of children's cereals (p<0.01) across all sample households. Lower price (p<0.05) and greater household size (p<0.01) also predicted higher purchases. Marginal effects of advertising to children were higher for Black versus non-Black households (p<0.01), and positively related to purchases by middle/high-income (p<0.01) but not low-income households. Advertising to adults only predicted greater children's cereal purchases by low-income households (p<0.01).

Advertising children's cereals directly to children may increase household purchases and children's consumption of these high-sugar products. Child-directed advertising may also disproportionately influence purchases by Black households. This study supports further restrictions on advertising of nutrient-poor foods directly to children.