Adolescent weight status and receptivity to food TV advertisements.

OBJECTIVE

This study examined the relationship between adolescent weight status and food advertisement receptivity.

DESIGN

Survey-based evaluation with data collected at baseline (initial and at 2 months), and at follow-up (11 months).

SETTING

New Hampshire and Vermont.

PARTICIPANTS

Students (n = 2,281) aged 10-13 in 2002-2005.

MAIN OUTCOME MEASURE

Overweight.

ANALYSIS

Generalized estimating equations to model the relationship between identifying a food advertisement as their favorite and being overweight.

RESULTS

Overall, 35.9% of the adolescents were overweight. Less than one fifth named a food advertisement as their favorite (16.1%). Most of the food advertisements were for less-healthful food (89.6%). After controlling for school, age, sex, sociodemographics, physical activity, number of TV sessions watched, and having a TV in the bedroom, overweight adolescents were significantly less likely to be receptive to food advertisements (relative risk = 0.83, 95% confidence interval 0.70, 0.98) compared to non-overweight adolescents.

CONCLUSIONS AND IMPLICATIONS

This study provides preliminary evidence that normal-weight adolescents are receptive to unhealthful food advertisements. Longitudinal studies are needed to evaluate whether consistent exposure to advertisements for unhealthful food, particularly if they are promoted with healthful behaviors such as being physically active, influence adolescents' food choices, and ultimately their body mass index, over the long term.