Exposure and power of TV food advertising during the COVID-19 pandemic in Brazil : a content analysis
© 2024. The Author(s)..
BACKGROUND: With the COVID-19 pandemic and the restrictions imposed to contain the spread of SARS-CoV-2, the Brazilian population has increased the time spent at home and watching television (TV). Since food advertising exposure is a key driver of food choices, this study described the content of food advertisements (ads) on Brazilian TV during the COVID-19 pandemic.
METHODS: This is an exploratory study. A total of 684 h of TV programming comprised of three free-to-air channels and two pay-per-view channels was recorded from 06 a.m. to 12 a.m. for eight non-consecutive days in June 2020. A content analysis of all the food-related ads was carried out. The data collection process followed INFORMAS Protocol for TV food advertising monitoring.
RESULTS: The sample was composed of 7,083 ads, 752 (10.6%) of which were food-related and 487 (6.9%) were promoting ultra-processed foods. The content analysis indicated seven thematic categories, all of them with reference to the COVID-19 pandemic: brand and product differentials (79.8%); visual and sound effects (70.2%); thematic campaigns (56.0%); digitization (22.9%); convenience (16.5%); economic benefits (11.9%); and commensality and social interaction (6.1%). Ads content varied according to the day of the week, the time of the day, the length of the ad, and the channel type.
CONCLUSIONS: The thematic of food advertising on Brazilian TV during the COVID-19 pandemic is aligned with the country's health crisis context and varied during the programming.
| Medienart: |
E-Artikel |
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| Erscheinungsjahr: |
2024 |
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| Erschienen: |
2024 |
| Enthalten in: |
Zur Gesamtaufnahme - volume:24 |
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| Enthalten in: |
BMC public health - 24(2024), 1 vom: 26. Feb., Seite 618 |
| Sprache: |
Englisch |
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| Beteiligte Personen: |
Rodrigues, Michele Bittencourt [VerfasserIn] |
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| Links: |
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| Themen: |
COVID-19 |
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| Anmerkungen: |
Date Completed 28.02.2024 Date Revised 29.02.2024 published: Electronic Citation Status MEDLINE |
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| doi: |
10.1186/s12889-024-17870-x |
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| funding: |
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| Förderinstitution / Projekttitel: |
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NLM368988996 |
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| 245 | 1 | 0 | |a Exposure and power of TV food advertising during the COVID-19 pandemic in Brazil |b a content analysis |
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| 500 | |a Date Revised 29.02.2024 | ||
| 500 | |a published: Electronic | ||
| 500 | |a Citation Status MEDLINE | ||
| 520 | |a © 2024. The Author(s). | ||
| 520 | |a BACKGROUND: With the COVID-19 pandemic and the restrictions imposed to contain the spread of SARS-CoV-2, the Brazilian population has increased the time spent at home and watching television (TV). Since food advertising exposure is a key driver of food choices, this study described the content of food advertisements (ads) on Brazilian TV during the COVID-19 pandemic | ||
| 520 | |a METHODS: This is an exploratory study. A total of 684 h of TV programming comprised of three free-to-air channels and two pay-per-view channels was recorded from 06 a.m. to 12 a.m. for eight non-consecutive days in June 2020. A content analysis of all the food-related ads was carried out. The data collection process followed INFORMAS Protocol for TV food advertising monitoring | ||
| 520 | |a RESULTS: The sample was composed of 7,083 ads, 752 (10.6%) of which were food-related and 487 (6.9%) were promoting ultra-processed foods. The content analysis indicated seven thematic categories, all of them with reference to the COVID-19 pandemic: brand and product differentials (79.8%); visual and sound effects (70.2%); thematic campaigns (56.0%); digitization (22.9%); convenience (16.5%); economic benefits (11.9%); and commensality and social interaction (6.1%). Ads content varied according to the day of the week, the time of the day, the length of the ad, and the channel type | ||
| 520 | |a CONCLUSIONS: The thematic of food advertising on Brazilian TV during the COVID-19 pandemic is aligned with the country's health crisis context and varied during the programming | ||
| 650 | 4 | |a Journal Article | |
| 650 | 4 | |a COVID-19 | |
| 650 | 4 | |a Content analysis | |
| 650 | 4 | |a Food advertising | |
| 650 | 4 | |a Television | |
| 650 | 4 | |a Ultra-processed foods | |
| 700 | 1 | |a de Paula Matos, Juliana |e verfasserin |4 aut | |
| 700 | 1 | |a Oliveira Santana, Marina |e verfasserin |4 aut | |
| 700 | 1 | |a Martins, Ana Paula Bortoletto |e verfasserin |4 aut | |
| 700 | 1 | |a Claro, Rafael Moreira |e verfasserin |4 aut | |
| 700 | 1 | |a Horta, Paula Martins |e verfasserin |4 aut | |
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