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334 | Research and Practice | Peer Reviewed | Zimmerman and Bell American Journal of Public Health | February 2010, Vol 100, No. 2
RESEARCH AND PRACTICE
involved watching television in any format, the If the association between television viewing broadcast entertainment. If in-program com-
parents were asked to report the format (i.e., and obesity operates by reducing physical mercials have a meaningful effect on obesity,
television or DVD or video) and the name of activity, the association should be weakened associations should be significantly greater with
the show watched. We used these data to when the amount of the child’s physical activity the video and educational categories than with
classify hours of television viewing per day into is controlled. Accordingly, we included mea- the broadcast entertainment categories. We
5 collectively exhaustive and mutually exclu- sures of exercise in our analyses. Physical tested these expectations statistically and com-
sive categories.27,28 exercise was captured through the time-use bined categories when coefficients did not
Educational viewing on broadcast or cable. diaries. We categorized a child’s exercise time, differ significantly.
The content of these programs was determined the average number of minutes per day spent To test whether the effect of television
to have an educational objective. The majority in either moderate or vigorous physical activity, content types was independent of the effects of
of these shows were aired by the Public as (1) no reported exercise, (2) total moderate exercise, we included the 1997 and 2002
Broadcasting System. The others were pre- and vigorous activity averaging 1 to 30 minutes values of these variables in subsequent re-
sented without in-program commercials. Many per day, or (3) total moderate and vigorous gressions. To test whether the television–obe-
of these shows, including Sesame Street, Barney, activity averaging more than 30 minutes per sity relationship was mediated by eating in
and Blue’s Clues, included content about nutri- day. front of the television, subsequent regressions
tion or the value of physical activity.29 The Our analyses controlled for several other included a variable for 2002 indicating how
shows often included sponsorship messages in children’s and family attributes that may affect often the child was permitted to eat in front of
interstitials (brief announcements between pro- both television viewing and a variety of health the television.
grams), and the sponsors were sometimes food behaviors associated with obesity: the child’s It is possible that an association between
corporations such as McDonald’s. Children gender, age, and race/ethnicity, and the early television viewing and subsequent obe-
viewing this content type were exposed to mother’s BMI (self-reported in 1999) and edu- sity reflects an unmeasured preference of
potentially beneficial anti-obesity messages cation. We included the average duration of obese children to watch television. To mitigate
but also to pseudo-advertising through inter- sleep, calculated from time-use diary data, to this possibility, we controlled for baseline BMI
stitials. control for the possibility that television view- of older children.
Educational viewing on video or DVD. Only ing reduces sleep time,30 which in turn may lead
the format differed from the first category; the to obesity. Sampling weights were used to permit RESULTS
content was educational by the same definition. inferences valid for the population.
Although DVDs occasionally included adver- Table 1 shows the descriptive statistics of the
tising trailers, they rarely included food adver- Statistical Analysis variables. Children younger than 7 years in
tising. Children viewing this content type were We split the sample into 2 age groups, 1997 watched an average of 0.88 hours per
exposed to potentially beneficial anti-obesity younger than 7 years and 7 years and older, day of commercial television and 0.74 hours
messages and not to pseudo-advertising with separate multivariate linear regressions per day of noncommercial television. Children
through interstitials. for each group. Young children are unable to aged 7 years and older in 1997 watched an
Entertainment viewing on video or DVD. distinguish television advertising from the average of 1.47 hours per day of commercial
Examples of noneducational programs were program that surrounds it, and children youn- television in 1997 and 0.48 hours per day of
Scooby Doo and The Little Mermaid. Children ger than 7 years are not able to understand that noncommercial television. Between 1997 and
viewing this content type were not exposed to the intent of advertising is to sell them things 2002, viewing of noncommercial television
commercials during or between programs, but they would otherwise not want.31–33 decreased and viewing of commercial televi-
they were also not exposed to anti-obesity The differences in the 5 content types would sion increased.
messages, and they may have been exposed to be expected to exert different effects on obe- Among the younger children, associations
marketing tie-ins to food products. sity: if sponsorship interstitials have a mean- with obesity did not differ significantly between
Children’s entertainment viewing on broadcast ingful effect on obesity, associations of obesity broadcast educational television and video
or cable. Noneducational programming almost should be significantly greater with broadcast educational television (P = .42), between video
always included in-program commercials. educational television than with video educa- entertainment television and video educational
Product placement was banned in shows tar- tional television. If the anti-obesity messages television (P = .61), or between children’s
geted at children. Children viewing this content of educational television have a meaningful broadcast entertainment television and general
type were exposed to in-program commercials effect on obesity, associations should be sig- audience broadcast entertainment television
but not product placement. nificantly greater with video entertainment (P = .33).
General-audience entertainment viewing on television than with video educational televi- Among the older children, associations with
broadcast or cable. Children viewing this con- sion. If product placement has a meaningful obesity did not differ significantly between
tent type were exposed to in-program com- effect on obesity, associations should be sig- broadcast educational television and video
mercials and to product placement of obeso- nificantly greater with children’s broadcast educational television (P = .06), video enter-
genic foods. entertainment than with general-audience tainment television and video educational
February 2010, Vol 100, No. 2 | American Journal of Public Health Zimmerman and Bell | Peer Reviewed | Research and Practice | 335
RESEARCH AND PRACTICE
336 | Research and Practice | Peer Reviewed | Zimmerman and Bell American Journal of Public Health | February 2010, Vol 100, No. 2
RESEARCH AND PRACTICE
February 2010, Vol 100, No. 2 | American Journal of Public Health Zimmerman and Bell | Peer Reviewed | Research and Practice | 337
RESEARCH AND PRACTICE
disaggregate the types of television viewing to front of the television had no significant
Conclusions
which children are exposed. This disaggrega- association with obesity, and the differ-
Television viewing may be a sedentary ac-
tion was consistent with distinct possible causal ences in associations that would be
tivity, but it is not for that reason that it is
pathways in the television–obesity link. The expected because of the possible effect of
associated with obesity in children. The re-
use of a US-based nationally representative product placement and food company in-
lationship between television viewing and
longitudinal data set ensured generalizable terstitials on public television were not
obesity among children is limited to commer-
findings and permitted analysis that exploited strong enough to have a measurable impact
cial television viewing and probably operates
temporality to make a more convincing causal in our analysis.
through the effect of advertising obesogenic
case. In particular, the ability to control for These negative findings do not completely
foods on television. j
baseline BMI and thereby reduce the rule out the mechanisms investigated. It
potential for reverse causality among older could be that our measure of eating in front
children was an important strength of the of the television was too weak to adequately
analysis, in particular because it showed that pick up its effects. The television environment
About the Authors
omitting baseline BMI introduced a conserva- has changed since 2002 and has changed Frederick J. Zimmerman is with the Department of Health
tive bias. dramatically since 1997—today more intersti- Services, University of California, Los Angeles. Janice F.
Observational data have well-known tials are aired and more products are featured Bell is with the Department of Health Services, University of
Washington, Seattle.
limitations. Our study had several other than appeared in turn-of-the-century program- Correspondence can be sent to Frederick J. Zimmerman,
limitations as well. Adequate measures of ming. It is possible that an analysis of more Box 951772, UCLA, Los Angeles, CA 90095-1772
diet were not available to test whether the recent data would have detected more pro- (e-mail: fredzimmerman@ucla.edu). Reprints can be or-
dered at http://www.ajph.org by clicking on the ‘‘Reprints/
effects of advertising might be mediated nounced effects of product placement and in- Eprints’’ link.
through changes to children’s diet. Eating in terstitials. Similarly, it is possible that the This article was accepted May 21, 2009.
338 | Research and Practice | Peer Reviewed | Zimmerman and Bell American Journal of Public Health | February 2010, Vol 100, No. 2
RESEARCH AND PRACTICE
Contributors 11. Proctor MH, Moore LL, Gao D, et al. Television 28. Zimmerman FJ, Christakis DA. Associations between
F. J. Zimmerman designed the analysis and obtained the viewing and change in body fat from preschool to content types of early media exposure and subsequent
data. The authors collaborated on extracting the data, early adolescence: The Framingham Children’s Study. attentional problems. Pediatrics. 2007;120(5):986–
planning and executing the analysis, interpreting the Int J Obes Relat Metab Disord. 2003;27(7):827– 992.
results, and writing the article. 833.
29. Weber DS, Singer DG. The media habits of infants
12. Viner RM, Cole TJ. Television viewing in early and toddlers: findings from a parent survey. Zero to Three.
childhood predicts adult body mass index. J Pediatr.
Acknowledgments 2004;25(1):30–36.
2005;147(4):429–435.
This study was funded in part by the Health Resources 30. Zimmerman FJ. Children’s Media Use and Sleep
and Services Administration/Maternal and Child 13. Hancox RJ, Poulton R. Watching television is asso- Problems: Issues and Unanswered Questions. Menlo Park,
Health Bureau (grant 1R40MC08965-01-00 to ciated with childhood obesity: but is it clinically impor- CA: Kaiser Family Foundation; 2008.
Janice F. Bell). tant? Int J Obes (Lond). 2006;30(1):171–175.
31. Kunkel D, Wilcox BL, Cantor J, Palmer E, Linn S,
14. Reilly JJ, Armstrong J, Dorosty AR, et al. Early life Dowrick P. Report of the APA Task Force on Advertising
Human Participant Protection risk factors for obesity in childhood: cohort study. BMJ.
and Children. Washington, DC: American Psychological
The data used are in the public domain. The research 2005;330(7504):1357.
Association; 2004.
was approved by the institutional review board of 15. Vandewater EA, Shim MS, Caplovitz AG. Linking
32. Oates C, Blades M, Gunter B. Children and television
Children’s Hospital and Regional Medical Center, Seattle, obesity and activity level with children’s television and
advertising: when do they understand persuasive intent?
WA. video game use. J Adolesc. 2004;27(1):71–85.
J Consum Behav. 2002;1(3):238–245.
16. DuRant RH, Baranowski T, Johnson M, Thompson
33. Cullingford C. Children’s response to television
WO. The relationship among television watching, phys-
advertising: the magic age of 8. Res Educ. 1994;51:
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February 2010, Vol 100, No. 2 | American Journal of Public Health Zimmerman and Bell | Peer Reviewed | Research and Practice | 339
RESEARCH AND PRACTICE
340 | Research and Practice | Peer Reviewed | Zimmerman and Bell American Journal of Public Health | February 2010, Vol 100, No. 2