Food Advertising Disparities in Black and General Television Programming

African American households watch significantly more television (75 hours/week) than average American households (52 hours/week) and often prefer shows with predominantly Black characters. With higher obesity rates among African Americans (27% vs 19% in the general population) and a known link between television viewing and obesity, this study examines food portrayals and advertising in popular Black and general audience television programming.

The study analyzed the four most-watched sitcoms in both general and African American audiences (Nielsen ratings, fall 1999). Top general audience shows aired on NBC, while top African American shows aired on WB and UPN. Researchers documented food and beverage appearances, along with character demographics (race/ethnicity, sex, age, and weight). Commercials were categorized by food type (e.g., candy, soda).

Using a predefined coding sheet, the programs and commercials were analyzed. Statistical analysis compared the two programming types. An independent coder reviewed a subset for accuracy and consistency, achieving high agreement.

Results showed no significant difference in food-related episode content. However, Black-targeted programming had significantly more food commercials per half-hour (4.8 vs. 2.9), particularly for candy and soda. Demographic analysis revealed more overweight and young characters in Black programming.

While not establishing a direct causal link between televised food messages and obesity, the study highlights concerning trends. Numerous factors contribute to obesity, but television’s sedentary nature and content can promote unhealthy behaviors. Viewers often mimic on-screen actions, including food consumption.

The higher prevalence of overweight characters in Black programming might reflect reality but could normalize unhealthy weight. The abundance of young characters might explain increased food advertising, given their susceptibility to advertising. These trends could disproportionately expose Black audiences to unhealthy food messages. Further research is needed to explore the long-term impact of these disparities.