FOOD AND NUTRITION IN CANADIAN PRIME-TIME TELEVISION COMMERCIALS

Television is, arguably, the most influential mass medium and ''prime time'' viewing attracts the largest audiences. To assess the type, num ber and nutritional content of foods advertised on TV commercial break s during ''prime time'' (7:00 to 11:00 p.m.) on five Canadian channels (CBC-English, CBC-French, CTV, CFPL, Much Music) were recorded and an alyzed. A similar analysis of Saturday morning children's TV commercia ls was also performed. Commercials for foods and food products constit uted between 24-35% of all commercials, the largest advertising output for any group of products. The combination of food presented in comme rcials reflected average current consumption patterns. Of special conc ern was the emphasis on low nutrient beverages, especially beer, as we ll as snacks and candy on Much Music. While further government interve ntion to restrict advertising practices may be an impractical option, there is scope for increasing the alternative promotion of healthy die tary choices.