Table 5.
Francophone children’s exposure to food and beverage television advertisements on generalist stations 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 | 546 | 5·46 | 3·1 | 165 | 1·65 | 1·7 | 62 | 0·62 | 0·7 | −89 % | −4·84 |
| Cakes | 0 | 0·00 | 0·0 | 1 | 0·01 | 0·0 | 3 | 0·03 | <0·1 | – | +0·03 |
| Cookies | 546 | 5·46 | 3·1 | 164 | 1·64 | 1·7 | 59 | 0·59 | 0·6 | −89 % | −4·87 |
| Candy | 113 | 1·13 | 0·6ab | 143 | 1·43 | 1·5a | 130 | 1·30 | 1·4b | +15 % | +0·17 |
| Cold cereal | 2034 | 20·34 | 11·5a | 365 | 3·65 | 3·7a | 765 | 7·65 | 8·0a | −62 % | −12·69 |
| Cheese | 1026 | 10·26 | 5·8a | 864 | 8·64 | 8·8ab | 562 | 5·62 | 5·9b | −45 % | −4·64 |
| Chocolate | 2077 | 20·77 | 11·8ab | 482 | 4·82 | 4·9a | 483 | 4·83 | 5·1b | −77 % | −15·94 |
| Compartment snacks | – | – | – | – | – | – | – | – | – | – | – |
| Energy drinks | 129 | 1·29 | 0·7 | 65 | 0·65 | 0·7 | 65 | 0·65 | 0·7 | −50 % | −0·64 |
| Ice cream | 348 | 3·48 | 2·0a | 168 | 1·68 | 1·7b | 75 | 0·75 | 0·8ab | −78 % | −2·73 |
| Juices | 613 | 6·13 | 3·5a | 536 | 5·36 | 5·5a | 271 | 2·71 | 2·8a | −56 % | −3·42 |
| Pizza | 600 | 6·00 | 3·4a | 73 | 0·73a | 0·7 | 172 | 1·72 | 1·8a | −71 % | −4·28 |
| Portable snacks | 509 | 5·09 | 2·9a | 150 | 1·50 | 1·5a | 0 | 0·00 | 0·0a | −100 % | −5·09 |
| Fast food restaurants | 4528 | 45·28 | 25·7a | 3792 | 37·92 | 38·7a | 3904 | 39·04 | 41·0a | −14 % | −6·24 |
| Sit-down restaurants | 2625 | 26·25 | 14·9a | 1089 | 10·89 | 11·1a | 1227 | 12·27 | 12·9a | −53 % | −13·98 |
| Savory snacks | 397 | 3·97 | 2·3a | 632 | 6·32 | 6·5a | 701 | 7·01 | 7·4a | +77 % | +3·04 |
| Soft drinks – diet | 306 | 3·06 | 1·7ab | 74 | 0·74 | 0·8a | 66 | 0·66 | 0·7b | −78 % | −2·40 |
| Soft drinks – regular | 141 | 1·41 | 0·8ab | 479 | 4·79 | 4·9a | 462 | 4·62 | 4·8b | +228 % | +3·21 |
| Sports drinks | 41 | 0·41 | 0·2a | 362 | 3·62 | 3·7ab | 19 | 0·19 | 0·2b | −54 % | −0·22 |
| Yoghurt | 1593 | 15·93 | 9·0a | 356 | 3·56 | 3·6a | 565 | 5·65 | 5·9a | −65 % | −10·28 |
| Total | 17 626 | 176·3 | 100 | 9795 | 97·9 | 100 | 9529 | 95·3 | 100 | −46 % | −80·97 |
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 examined generalist stations (X2 = 4674.8; df = 32; P < 0·001). The cake and cookie 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.