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- Title
Exposure and power of TV food advertising during the COVID-19 pandemic in Brazil: a content analysis.
- Authors
Rodrigues, Michele Bittencourt; de Paula Matos, Juliana; Oliveira Santana, Marina; Martins, Ana Paula Bortoletto; Claro, Rafael Moreira; Horta, Paula Martins
- Abstract
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.
- Subjects
FOOD advertising; COVID-19 pandemic; TELEVISION advertising; CONTENT analysis; TELEVISION viewing
- Publication
BMC Public Health, 2024, Vol 24, Issue 1, p1
- ISSN
1471-2458
- Publication type
Article
- DOI
10.1186/s12889-024-17870-x