Junk (food) TV: You eat what you watch

TV shows aimed at blacks air more fast-food ads

By Colin Allen, published on March 01, 2003

Television shows aimed at black audiences have more ads for fast food than do the rest of prime-time television. A study in the American Journal of Public Health finds that junk food advertisers are marketing their products to a population that has a higher rate of obesity than the national average.

Black-targeted prime-time TV, including "Moesha," "Malcolm and Eddie," Jamie Foxx" and "The Parkers," shows about five food commercials per half-hour. On the other hand, programs such as "Friends," "Frasier," "Jessie" and "Stark Raving Mad" each show only three. In addition, the type of foods advertised was different: In the black prime-time shows, 30 percent of the food ads were for candy and chocolate and 13 percent, soda. During non-black programs such food ads made up only 14 percent and 2 percent respectively. For all of the shows, one out of three food ads were for fast food.

The study authors, based at the University of Chicago Children's Hospital in Illinois, argue that the commercials promote obesity, and note that 27 percent of blacks are obese, compared with 19 percent of the general population. Still, the researchers admit they did not find a direct link between the additional food ads and higher rates of obesity. Other factors, such as economic status of the viewers and overall popularity of the show, dramatically influence what types of ads are aired.

David Stewart, Ph.D., an expert in advertising at the University of Southern California at Los Angles, is unimpressed by the study findings. He notes that the goal of most food commercials is simply to enhance name recognition. People will eat unhealthy foods no matter what, according to Stewart; the ads just suggest whichunhealthy foods to eat.