Table 2.
Comparison of type, usage, location and characters in food and beverage cues, by programme genre, in a content analysis of five weekdays of children-specific television broadcasting on both UK (BBC) and Irish (RTE) television channels (82·5 h in total), July 2010 and October 2010
| Animated (n 206) | Cartoon (n 356) | Child (n 40) | Film (n 146) | Quiz (n 137) | Tween (n 152) | Young person (n 114) | ||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| n | % | n | % | n | % | n | % | n | % | n | % | n | % | χ 2 | P | |
| Cue type | ||||||||||||||||
| Visual | 92 | 49·2 | 88 | 26·7 | 19 | 52·8 | 60 | 41·4 | 28 | 20·6 | 68 | 44·7 | 25 | 25·5 | 56·8*** | 0·00 |
| Verbal | 15 | 8·0 | 83 | 25·2 | 3 | 8·3 | 31 | 21·4 | 68 | 50·0 | 29 | 19·1 | 48 | 49·0 | 111*** | 0·00 |
| Combined | 80 | 42·2 | 158 | 48·0 | 14 | 38·9 | 54 | 37·2 | 40 | 29·4 | 55 | 36·2 | 25 | 25·5 | 25·9** | 0·001 |
| Foreground | 165 | 88·0 | 325 | 99·0 | 36 | 100·0 | 139 | 95·0 | 134 | 98·0 | 142 | 93·0 | 93 | 94·9 | 39·9*** | 0·00 |
| Non-food context | 15 | 8·0 | 40 | 12·2 | 5 | 13·9 | 14 | 9·7 | 66 | 48·5 | 6 | 3·9 | 28 | 28·6 | 160*** | 0·00 |
| Cue usage | ||||||||||||||||
| Offered | 37 | 21·3 | 56 | 17·4 | 9 | 22·5 | 31 | 21·4 | 5 | 2·9 | 28 | 18·4 | 12 | 14·8 | 31·7*** | 0·00 |
| Accepted | 33 | 19·0 | 41 | 12·8 | 0 | 23 | 15·9 | 2 | 1·5 | 18 | 11·8 | 8 | 9·9 | 29·7*** | 0·00 | |
| Ingested | 48 | 27·6 | 96 | 29·9 | 10 | 32·3 | 80 | 55·2 | 16 | 11·8 | 66 | 43·4 | 22 | 27·2 | 74·9*** | 0·00 |
| Location | ||||||||||||||||
| Home | 48 | 28·1 | 85 | 29·4 | 4 | 12·9 | 51 | 38·9 | 26 | 37·1 | 74 | 51·0 | 3 | 4·1 | 61·8*** | 0·00 |
| School | 0 | 26 | 9·0 | 0 | 8 | 6·1 | 4 | 5·7 | 8 | 5·5 | 2 | 2·7 | 20·5** | 0·005 | ||
| Characters | ||||||||||||||||
| Human | 17 | 10·6 | 4 | 1·4 | 24 | 100·0 | 129 | 98·0 | 69 | 97·1 | 145 | 99·0 | 46 | 63·0 | 726*** | 0·00 |
| Animated human | 52 | 32·3 | 85 | 29·8 | 0 | 0 | 2 | 2·9 | 1 | 0·7 | 0 | 153*** | 0·00 | |||
| Animated | 47 | 29·2 | 164 | 57·0 | 0 | 2 | 1·5 | 0 | 0 | 26 | 35·6 | 271*** | 0·00 | |||
| Combination | 45 | 28·0 | 32 | 11·2 | 0 | 0 | 0 | 0 | 1 | 1·4 | 117*** | 0·00 | ||||
| Gender | ||||||||||||||||
| Male | 50 | 31·1 | 137 | 48·0 | 5 | 20·8 | 57 | 43·8 | 14 | 20·0 | 69 | 47·3 | 69 | 94·5 | 111*** | 0·00 |
| Female | 7 | 4·3 | 43 | 15·3 | 0 | 25 | 19·2 | 14 | 20·0 | 34 | 23·3 | 0 | 50·3*** | 0·00 | ||
| Combined | 104 | 64·0 | 101 | 35·0 | 19 | 79·0 | 48 | 36·9 | 42 | 60·0 | 43 | 29·5 | 4 | 5·5 | 113*** | 0·59 |
| Major | 151 | 93·0 | 246 | 87·0 | 22 | 91·0 | 106 | 81·0 | 66 | 94·3 | 118 | 80·0 | 64 | 100·0 | 51·0*** | 0·00 |
| Goodie | 150 | 93·0 | 265 | 94·0 | 24 | 100·0 | 119 | 91·0 | 68 | 97·1 | 144 | 99·0 | 73 | 100·0 | 20·5 | 0·11 |
| Age | ||||||||||||||||
| Child | 45 | 39·5 | 19 | 15·2 | 4 | 16·7 | 14 | 10·9 | 4 | 5·7 | 2 | 1·4 | 5 | 10·6 | 85·8*** | 0·00 |
| Teen | 0 | 29 | 23·2 | 0 | 6 | 4·7 | 0 | 119 | 81·0 | 2 | 4·3 | 369*** | 0·00 | |||
| Adult | 41 | 36·0 | 63 | 50·4 | 9 | 37·5 | 77 | 59·7 | 62 | 88·6 | 14 | 9·6 | 37 | 78·7 | 166*** | 0·00 |
| Combined | 28 | 24·6 | 14 | 11·2 | 11 | 45·8 | 32 | 24·8 | 4 | 5·7 | 11 | 7·5 | 3 | 6·4 | 49·1*** | 0·00 |
| Ethnicity | ||||||||||||||||
| Caucasian | 91 | 79·8 | 101 | 87·0 | 11 | 45·8 | 120 | 93·0 | 70 | 100·0 | 133 | 91·0 | 45 | 95·7 | 66·9*** | 0·00 |
| African | 0 | 5 | 4·3 | 0 | 2 | 1·6 | 0 | 1 | 0·7 | 2 | 4·3 | 12·2 | 0·09 | |||
| Asian | 1 | 0·9 | 1 | 0·9 | 0 | 0 | 0 | 0 | 0 | 3·65 | 0·82 | |||||
| Hispanic | 0 | 0 | 0 | 0 | 0 | 0 | 0 | |||||||||
| Combined | 22 | 19·3 | 8 | 7·0 | 13 | 54·2 | 7 | 5·4 | 0 | 12 | 8·2 | 0 | 83·7*** | 0·00 | ||
| Weight status | ||||||||||||||||
| Non-overweight | 103 | 90·0 | 134 | 93·0 | 24 | 100·0 | 117 | 90·0 | 66 | 94·3 | 135 | 92·0 | 33 | 70·2 | 29·5*** | 0·00 |
| Overweight | 1 | 0·9 | 9 | 6·3 | 0 | 2 | 1·5 | 2 | 2·9 | 7 | 4·8 | 11 | 23·4 | 45·5*** | 0·00 | |
| Combined | 10 | 8·8 | 0 | 0 | 11 | 8·5 | 2 | 2·9 | 4 | 2·7 | 3 | 2·6 | 19·6** | 0·006 | ||
Values given are frequencies and total relative percentages.
Level of significance as: *P<0·05, **P<0·01, ***P<0·001.