Saturday morning children’s television advertising: A longitudinal content analysis

Abstract

The content of advertisements broadcast in 1993 and 1999 during top-ranked Saturday morning children’s network television programs was analyzed and compared with dietary recommendations and advertising guidelines. Study data were compared to earlier work to create a longitudinal perspective. One fourth to one sixth of broadcast time was devoted to commercials. Over the past three decades, food was the largest advertisement category. Produce, protein-rich foods, and dairy products were rarely advertised. Advertisements for breakfast cereals and foods high in sugar or fat predominated. Food advertisements over the past 30 years are not reflective of dietary recommendations. However, most adhered to advertising guidelines. © 2002 American Association of Family and Consumer Sciences.