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To determine the nutritional quality of foods advertised with familiar children's characters and health-related messages.

Children's programming aired on the most popular broadcast and cable channels during 2011 was sampled to form a composite weekday and weekend day. All food advertisements (ads) included in this programming were content analyzed.

Five hundred seventy-seven food ads.

Familiar characters promoting products were either trade or licensed characters. A product's nutritional quality was determined using the United States Department of Health and Human Services' categorizations, based on the frequency foods should be consumed. Health cues were present when a food was claimed to be healthy, physical activity was depicted, or the product was associated with fruit.

Frequencies and chi square analyses were conducted; P < .05 …