Table 5.

Mean rates of health claims.

Type of Health Claim	Claims/Per Channel-Hour (Rate) (SD)
	Healthy	Unhealthy	p-Value
Health-related ingredient claim	0.1 (0.4)	0.7 (1.1)	<0.001
Nutrient content claim (e.g., low fat)	0.2 (0.5)	0.4 (0.7)	0.028
Nutrient comparative claim (e.g., reduced fat)	0 (0)	0.1 (0.4)	<0.001
General health claim (e.g., healthy diet)	0.2 (0.5)	0.1 (0.6)	0.123
Nutrient and other functions (e.g., calcium, good for bones)	0.3 (0.6)	0.2 (0.5)	0.176
Reduction in disease risk claim (e.g., HF tick)	0.3 (0.6)	0.1 (0.6)	0.001
Total	1.2 (2.1)	1.7 (2.8)	0.004

Legend: Mean health claims per channel per hour by food category and SD. The p-value resulted from testing if a difference existed between healthy and unhealthy ads in the proportion of ads with this feature.