Association between commercial television exposure and fast-food consumption among adults

Objective: To examine the association between television-advertising exposure and adults' consumption of fast foods. Design: Cross-sectional telephone Survey. Questions included measures of frequency of fast-food consumption at different meal times and. average daily hours spent watching commercial television. Subjects/setting: Subjects comprised 1495 adults (41% response rate) aged >= 18 years from Victoria, Australia. Results: Twenty-three per cent of respondents usually ate fast food for dinner at least once weekly, while 17%, consumed fast food for lunch on a weekly basis. The majority of respondents reported never eating fast food for breakfast (730/0) or snacks (65%). Forty-one per cent of respondents estimated watching commercial television for <= 1 h/d (low viewers); 29% watched for 2 h/d (moderate viewers); 30% watched for >= 3 h/d (high viewers). After adjusting for demographic variables, high viewers were more likely to eat fast food for dinner at least once weekly compared with low viewers (OR = 1.45; 95% CI 1.04, 2.03). Both moderate viewers (OR = 1.53; 95% CI 1.01, 2.31) and high viewers (OR = 1.81; 95% CI 1.20, 2.72) were more likely to eat fast food for snacks at least once weekly compared with low viewers. Commercial television viewing was not significantly related (P > 0.05) to fast-food consumption at breakfast or lunch. Conclusions: The results of the present study provide evidence to Suggest that cumulative exposure to television food advertising is linked to adults' fast-food consumption. Additional research that systematically assesses adults' behavioural responses to fast-food. advertisements is needed to gain a greater understanding of the mechanisms driving this association.