Table 2.
Number of high-sugar breakfast cereal (SBC) brandsa children ate in the past 7 days by child-targeted SBC ad exposureb and sample characteristics
| N | # SBC brandsa consumed in past 7 days | Unadjusted Rate Ratio | 95% CI | ||
|---|---|---|---|---|---|
| Mean | SD | ||||
| Child Characteristics | |||||
| SBC ad exposureb | |||||
| 0 SBC ads | 319 | 0.85 | 0.98 | Ref | |
| 0.01-3.0 SBC ads | 85 | 1.14 | 1.36 | 1.34 | (1.01,1.78) |
| 3.01-10 SBC ads | 72 | 1.23 | 1.52 | 1.46 | (1.07,1.98) |
| >10 SBC ads | 61 | 1.39 | 1.46 | 1.64 | (1.23,2.19) |
| Gender | |||||
| Female | 283 | 0.96 | 1.13 | Ref | |
| Male | 265 | 1.05 | 1.27 | 1.10 | (0.90,1.34) |
| Age | |||||
| 3 years | 193 | 0.85 | 1.09 | Ref | |
| 4 years | 208 | 0.99 | 1.24 | 1.16 | (0.90,1.48) |
| 5 years | 146 | 1.22 | 1.24 | 1.43 | (1.12,1.82) |
| Race | |||||
| Other | 144 | 1.30 | 1.46 | Ref | |
| Non-Hispanic White | 380 | 0.90 | 1.08 | 0.69 | (0.56,0.86) |
| WIC participation | |||||
| No | 385 | 0.92 | 1.07 | Ref | |
| Yes | 163 | 1.20 | 1.43 | 1.30 | (1.05,1.62) |
| TV watching (hours per week) | |||||
| <= 1 hour | 55 | 1.00 | 1.05 | Ref | |
| 1.1-5 hours | 126 | 1.00 | 1.28 | 1.01 | (0.71,1.44) |
| 5.1 - 10 hours | 130 | 1.04 | 1.09 | 1.04 | (0.75,1.44) |
| 10.1-14 hours | 139 | 0.94 | 1.13 | 0.94 | (0.66,1.32) |
| > 14 hours | 83 | 1.14 | 1.46 | 1.14 | (0.78,1.69) |
| Other screen time (hours per week) | |||||
| <= 1 hour | 41 | 0.85 | 0.96 | Ref | |
| 1.1-5 hours | 164 | 0.85 | 1.14 | 0.99 | (0.67,1.48) |
| 5.1 - 10 hours | 133 | 1.04 | 1.09 | 1.22 | (0.83,1.79) |
| 10.1-14 hours | 56 | 1.02 | 1.17 | 1.19 | (0.76,1.88) |
| > 14 hours | 133 | 1.22 | 1.42 | 1.43 | (0.96,2.12) |
| Frequency of cereal consumption (times per week) | |||||
| Never | 21 | 0.14 | 0.36 | Ref | |
| Less than once | 48 | 0.69 | 0.99 | 4.81 | (1.56, 14.81) |
| 1-2 times | 135 | 0.85 | 1.03 | 6.02 | (2.07, 17.50) |
| 3-4 times | 200 | 1.12 | 1.19 | 7.84 | (2.72, 22.60) |
| 5 or more times | 135 | 1.26 | 1.42 | 8.82 | (3.04, 25.59) |
| Parent Characteristics | |||||
| Annual Household Income | |||||
| <= $25,000 | 150 | 1.48 | 1.49 | Ref | |
| $25,001 - $50,000 | 122 | 0.95 | 0.98 | 0.64 | (0.50,0.82) |
| $50,001 - $100,000 | 156 | 0.91 | 1.12 | 0.62 | (0.48,0.79) |
| > $100,000 | 88 | 0.50 | 0.76 | 0.34 | (0.24,0.48) |
| Parent Education | |||||
| High School or less | 257 | 1.21 | 1.29 | Ref | |
| Associates or technical degree | 111 | 1.07 | 1.33 | 0.89 | (0.68,1.16) |
| Bachelor's or graduate degree | 162 | 0.67 | 0.86 | 0.55 | (0.44,0.70) |
| Total | 548 | 1.00 | 1.20 | ||
a
Of the following brands advertised on kids’ TV channels: Apple/Cinnamon Jacks, Cinnamon Toast Crunch, Cocoa Puffs, Froot Loops, Frosted Flakes, Fruity & Cocoa Pebbles, Honey Nut Cheerios, Lucky Charms, Reese's Puffs, Trix.
b
Average number of SBC ads children saw on kids’ TV channels in the past 7 days.