The latest on the FTC,junk food Ad's and childhood obesity.

Less Bloat: FTC Says Kids See Fewer TV Food Ads Than 30 Years Ago

by Wayne Friedman, Monday, Jun 4, 2007 7:45 AM ET

CONTRADICTING EARLIER STUDIES, A NEW government report suggests that we may not be able to blame TV for kids' obesity. That's because there are fewer TV food ads now than 30 years ago. According to the Federal Trade Commission, children ages 2-11 were exposed to fewer paid TV food advertising minutes, at about 9% fewer ads--5,538 commercials in 2004 versus 6,100 food ads in 1977. "Our data does not support the view that children are exposed to more TV food ads today," the FTC said in its report, which was released Friday. Of the food TV spots airing currently, almost 95% are pitching fast foods and restaurants, high-sugared cereal, desserts, sweets, snacks and sweetened drinks. But the FTC says this data doesn't say much--especially as it relates to the growing obesity issue. "While the foods advertised on children's programming in 2004 do not constitute a balanced diet, this was the case as well in 1977, before the rise in obesity," the FTC notes in its report. The FTC also said children viewed 7% fewer non-food paid commercials in 2004 than in 1977--12,786 versus 13,629. As for kid-targeted promos and public service announcements, the FTC says that number more than doubled to 7,305 from 2,190. The report didn't break down which of these messages were food- and non-food-related. Concerning messaging overall, the FTC said that in 2004 there were 25,600 messages--of all types--directed at kids, versus 21,900 in 1977. The FTC 2004 study is at odds with others that put recent food ad figures at a much higher level. The Kaiser Family Foundation, for example, concluded in its 2005 study, which was released in March, that kids are seeing more junk food ads today than ever before--some 12,000 advertisements for kids 2-12, or more than double the FTC's figure. The FTC reports adds that, not surprisingly, a large majority of kids' TV viewing of commercials comes from cable networks such as Nickelodeon and Cartoon Network. Sixty-one percent percent of children's total ad exposure and 72% of their food ad exposure was from cable programming. Other kids' TV viewing data said commercials viewed by kids average 25 seconds in length; that kids view two-and-a-quarter hours of ad-supported television a day, or 16 hours per week; and that over 50% of the ads were seen between 4 p.m. and midnight. Less than 5% of the ads were watched on Saturday morning between 8 a.m. and noon.