The Kaiser Family Foundation has recently released a study, called "Food for Thought: Television Food Advertising to Children in the United States," that shows that a majority of TV commercials aimed at children are for junk food. This will come as no surprise to most parents, who are the recipients of the subsequent barrage of requests for these advertised items.

The study estimated that about half of commercials are for food and that among those commercials 34% are for candy and snacks, 28% are for cereal, and 10% are for fast foods. Not surprisingly, the study also found that the networks did not show any commercials for fruits and vegetables.

The main result of these carefully targeted commercials is the growing little waistlines of young viewers across the country. Childhood obesity has become a major epidemic not only in the United States, but also around the globe. The television set and those nefarious junk food commercials are at the center of this problem. However, the problem involves more than a few commercials for unhealthy food.

40 studies found heavy TV watching was associated with higher weight

Numerous studies have found a relationship between TV watching and obesity. Another earlier Kaiser study reviewed 40 recent studies involving TV and childhood obesity. The study found a clear link between the amount of time children watch TV and their weight. The study also found that interventions that reduce children's media time (TV, video games, and computer use) resulted in weight loss.

Junk food commercials sabotage healthy diets

The mouthwatering hamburgers, candy bars, or luscious deserts practically beg viewers to consume them from the screen. There are approximately 32 commercials on every hour-long TV show. The new study showed more than half of these of these commercials are for food, mostly junk food.

Parents have a hard enough time resisting the pull of these sinister, mouthwatering, commercials. Children are not yet able to tell fact from fiction from cheap advertising. Thus, they are more susceptible to the junk food commercials' pernicious influence.

Watching TV burns few calories

Almost any other activity burns more calories than watching TV. Only sleep burns fewer calories. The exact number of calories burned depends on the size of the person. However, talking on the phone, reading a book, or even doing the dishes will always burn more calories than watching television. Of course, children, who run around and actively play outside every day instead of watching TV, will burn off the most calories and will be least likely to fall victim to the obesity epidemic.

The average American, according to Nielsen Media Research, watches TV for 4 hours and 35 minutes every day. With such a high amount of viewing, the extra calories burned just by turning off the TV and doing something - anything - else can add up quickly.

Where did that bag of chips go?

There is another subtle way that TV watching may also boost weight. Many people snack in front of the TV, usually with junk food, such as potato chips, soda pop, or candy - the food advertised in the commercials. In the zombie state that people usually fall into while watching TV, it is very easy to consume large amounts of food, simultaneously absorbing both the images and the food. "Where did that bag of potato chips go?" bewildered viewers ask.

In fact, one 2006 study specifically found that children ate more when they were watching TV. Preschoolers in the study ate about one third more when they ate their meals in front of a TV. Something about watching TV caused them to be less attentive to what they were eating and disconnected to their bodies' messages that they were full.

The Parent Connection: It's more than genetics

There are of course, those who will claim that overweight children are just a product of genetics. While there are certainly genetic factors involved in problems with obesity, there are also some heavy lifestyle correlations between TV and family habits. For example:

• Parents, who eat lots of junk food, usually have kids who eat lots of junk food.
• Parents, who eat out at fast food restaurants, usually take their kids with them.
• Parents, who watch a lot of TV and do not get much exercise, usually have kids who watch a lot of TV and do not get much exercise.

Solutions for Parents

Fortunately, it is easier to change one's lifestyle than one's genetics. And the easiest way out of this lifestyle trap is to start watching less TV. Turn it off. Don't wait for the industry to make healthier commercials. Simply fast-forward through all the commercials, which take up 16-20 minutes per hour of TV. Then, set aside time for outdoor play and other healthier activities. Once the TV watching is under control, it will be easier for your family to eat healthier and get more exercise - the two keys to weight control.

Sources:
http://www.kff.org/entmedia/entmedia022404nr.cfm
http://www.kff.org/entmedia/upload/7618.pdf
http://www.macleans.ca/science/health/article.jsp?content=20060925_154222_5448