Adult ; Advertising as Topic/trends* ; Choice Behavior* ; Commerce/classification ; Commerce/trends ; Educational Status ; Fast Foods/classification* ; Food Industry/trends* ; Humans ; Income/classification ; Income/trends ; Mass Media/classification ; Mass Media/trends ; Republic of Korea ; Restaurants/classification ; Rural Population ; Social Environment ; Television/trends* ; Time Factors ; Urban Population ; Young Adult
Keywords
FAST FOOD ; SOCIOECONOMIC STATUS ; SOUTH KOREA ; TARGETED RATINGS POINT ; TV ADVERTISING
Abstract
Objectives: To assess TV fast food ad exposure in South Korea. Methods: We assessed time trends of targeted ratings (licensed from Nielsen Media Research Korea) by household income and education during 2004-2010. Results: Lower income groups saw more fast food TV ads during the study period. Exposure decreased in all income groups with a bigger income gap in 2010 than in 2004. The relative exposure to local fried chicken franchise TV ads surged from one fifth in 2004 to half of all TV fast food ads seen in 2010 in all socioeconomic status (SES). Conclusions: Future studies should assess the link between TV fast ood ad exposure, an important contextual factor for individual food choices, and actual consumption.