ABSTRACT

 Ultra-processed foods are formulations of ingredients, mostly of exclusive industrial use, typically created by series ofindustrial techniques and processes. The general objective ofthis study is to evaluate the effects of ultra-processed foods and beverages advertising on Nickelodeon television channel. The study was carried out on popular Nigerian children channel Nickelodeon. Equipment used in the study includes: cable wires, television, a decoder, storage device (a card reader and memory card).The Informas questionnaire was used to catalogue and organise all the information from TV recordings. Descriptive analyses was used to describe the number and the type ofadverts, food categories, programs, program start and program end, advert start and advert end, power strategy, benefit claims used ,marketing partnership, and premium offers that was throughout the day and the specific time ofthe day. All television advertisements were analysed and food-related adverts were classified according to Informas protocol. There are numerous studies in Nigeria on ultra-processed food but a few on advertisements of ultra-processed food and beverages broadcasted on Nigeria television channels. The study indicates that a total of 212 adverts were shown over 144h of recording, recordings were made for eight non-consecutive days (four weekdays and four weekend days). The Majority ofthe advert type broadcasted were from the Non-food or drink product category (75.9%).A few were from food or drink product category adverts, company or brand with food or drink product (9.4%), fast food or takeaway (8.0%) and an insignificant proportion from convenience stores with food and drink related ads were shown (6.6%). The study also revealed that all of the adverts shown were in the children’s program category. Adverts were shown to be more frequent between the time slot of 13:00-13:59 (18.9%).Majority of the adverts were broadcasted at the pause of a program (72.6%) and a few were between two program(27.4%). Food advertisements were categorized into unhealthy and healthy food adverts. Unhealthy food adverts were the most common types of food advertisement broadcasted on Nickelodeon as unhealthy fast food option were identified to be the most promoted products (35.3%).There were a few broadcasts with no adverts strategy (60.8%) and a few with an adverts (ads) strategy (39.2%).Food adverts were frequently shown in the morning, afternoon and late evening (37.5%, 33.3% respectively).Non-food adverts were frequently shown in the afternoon and evening (92.6%, 81.4%) and the statistical analysis revealed a p-value of0.01, indicating a statistically significant difference between the two types of advertisements. Advertised foods were categorized as core or healthy, non-core or unhealthy foods and neutral. The result reveals that majority of the core foods adverts broadcasted were in the evening (75.0%) than morning. Majority of non-core food adverts were shown in the morning and late evening (66.7%). Neutral foods were broadcasted more in the morning (33.3%) and late evening (33.3%). The statistical analysis yielded a p-value of 0.31, indicating that the observed difference in rates'between healthy and unhealthy food advertisements is not statistically significant. Ultra-processed foods and beverages advertising on Nickelodeon has a significant impact on the diets and health ofchildren. The pervasive and persuasive nature ofthese advertisements exposes young viewers to unhealthy food choices, leading to increased consumption of nutritionally poor and calorie-dense products. This not only contributes to the rising rates of childhood obesity and related health issues but also shapes long-lasting eating habits and preferences. The researcher recommends increased food advertisements regulation and monitoring.