Table 3.

Francophone children’s exposure to food and beverage television advertisements in Montreal (Canada) in May 2011, 2016 and 2019, overall and by food category

Food/beverage category	May 2011			May 2016			May 2019			% change May 2011 to 2019	Absolute difference May 2011 to 2019 (ad/child)
	GRP	Avg. number of ads viewed per child	%	GRP	Avg. number of ads viewed per child	%	GRP	Avg. number of ads viewed per child	%
Cakes & Cookies	561	5·61	2·5a	186	1·86	1·5a	64	0·64	0·6a	−89 %	−4·97
Cakes	0	0	0	1	0·01	<0·1	3	0·03	<0·1	–	+0·03
Cookies	561	5·61	2·5	185	1·85	1·5	61	0·61	0·6	−89 %	−5·00
Candy	211	2·11	0·9a	340	3·40	2·8a	142	1·42	1·3a	−33 %	−0·69
Cold cereal	2069	20·69	9·1a	594	5·94	4·8ab	953	9·53	8·9b	−54 %	−11·16
Cheese	1317	13·17	5·8a	1029	10·29	8·4ab	645	6·45	6·0b	−51 %	−6·72
Chocolate	2658	26·58	11·8a	843	8·43	6·8a	538	5·38	5·0a	−80 %	−21·20
Compartment snacks	–	–	0	–	–	0	–	–	0	–	–
Energy drinks	171	1·71	0·8a	76	0·76	0·6b	117	1·17	1·1ab	−32 %	−0·54
Ice cream	382	3·82	1·7	186	1·86	1·5	145	1·45	1·4	−62 %	−2·37
Juices	791	7·91	3·5a	544	5·44	4·4a	304	3·04	2·8a	−62 %	−4·87
Pizza	679	6·79	3·0ab	163	1·63	1·3a	172	1·72	1·6b	−75 %	−5·07
Portable snacks	536	5·36	2·4a	173	1·73	1·4a	0	0	0a	−100 %	−5·36
Fast food restaurants	6412	64·12	28·4a	4762	47·62	38·7a	4401	44·01	41·3a	−31 %	−20·11
Sit-down restaurants	2868	28·68	12·7a	1166	11·66	9·5a	1232	12·32	11·5a	−57 %	−16·36
Savory snacks	418	4·18	1·8ab	827	8·27	6·7a	796	7·96	7·5b	+90 %	+3·78
Soft drinks – diet	315	3·15	1·4ab	74	0·74	0·6a	66	0·66	0·6b	−79 %	−2·49
Soft drinks – regular	160	1·60	0·7ab	602	6·02	4·9a	477	4·77	4·5b	+198 %	+3·17
Sports drinks	47	0·47	0·2a	375	3·75	3·0ab	19	0·19	0·2b	−60 %	−0·28
Yoghurt	3021	30·21	13·4a	371	3·71	3·0a	598	5·98	5·6a	−80 %	−24·23
Total	22 616	226·2	100	12 311	123·1	100	10 669	106·7	100	−53 %	−119·5

Data source: Nielsen Media Research (2011, 2016) and Numerator (2019).

The distribution of exposure (as measured in GRP) by food category differed significantly across time periods on all examined stations (X² = 5367.6; df = 32; P < 0·001). The cakes and cookies categories were collapsed to ensure that test assumptions were met. Within rows, matching letters in superscript denote proportions that differ significantly (P < 0·05) according to post hoc z-tests with Bonferroni correction.