Exposure to soda commercials affects sugar-sweetened soda consumption in young women. An observational experimental study.

The present study examines the direct effects of television commercials advertising soda on actual sugar-sweetened soda consumption among young women. An experimental-observational study design was used, in which 51 female students (ages 18-29) were exposed to a 35-min movie clip, interrupted by two commercial breaks consisting of soda or water commercials. Their actual soda consumption while watching the movie clip was examined. An analysis of variance was used to examine the effects of commercial condition on soda consumption. Thirst and first glass consumed before the first commercial break were added as covariates in the analyses. Results indicated that participants assigned to the condition with soda commercials consumed 1.3 ounces more soda than participants in the water commercial condition. Exposure to soda commercials while watching a movie can have a strong influence on increasing sugar-sweetened soda consumption in young women.