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Exposure and power of TV food advertising during the COVID-19 pandemic in Brazil: a content analysis by Rodrigues, Michele Bittencourt (author);de Paula Matos, Juliana (author);Oliveira Santana, Marina (author);Martins, Ana Paula Bortoletto (author);Claro, Rafael Moreira (author);Horta, Paula Martins (author) is a Medicine article available to read on EtoBox.

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## Background With the COVID-19 pandemic and the restrictions imposed to contain the spread of SARS-CoV-2, the Brazilian population has increased the time spent at home and watching television (TV). Since food advertising exposure is a key driver of food choices, this study described the content of food advertisements (ads) on Brazilian TV during the COVID-19 pandemic. ## Methods This is an exploratory study. A total of 684 h of TV programming comprised of three free-to-air channels and two pay-per-view channels was recorded from 06 a.m. to 12 a.m. for eight non-consecutive days in June 2020. A content analysis of all the food-related ads was carried out. The data collection process followed INFORMAS Protocol for TV food advertising monitoring. ## Results The sample was composed of 7,083 ads, 752 (10.6%) of which were food-related and 487 (6.9%) were promoting ultra-processed foods. The content analysis indicated seven thematic categories, all of them with reference to the COVID-19 pandemic: brand and product differentials (79.8%); visual and sound effects (70.2%); thematic campaigns (56.0%); digitization (22.9%); convenience (16.5%); economic benefits (11.9%); and commensality and

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Author

Rodrigues, Michele Bittencourt (author);de Paula Matos, Juliana (author);Oliveira Santana, Marina (author);Martins, Ana Paula Bortoletto (author);Claro, Rafael Moreira (author);Horta, Paula Martins (author)

Publisher

Springer Science and Business Media LLC

Published

2024

Language

EN

Field

Medicine (Health Sciences)