December 9, 2002 – Obligation’s
Survey of Channel One Advertising
A Survey of 100 Random Shows
Over The Last Five School Years
1997-98 to 2001-02
From Obligation’s president Jim Metrock: This
survey is very unscientific. Obligation, Inc.
actively opposes classroom commercialism. Therefore
a biased group is doing the survey. The normal
safeguards used in sampling were not used. All
Obligation did was randomly pick 100 shows (from
those that we had tapes of) from the last five
school years. We wrote down what we saw and tallied
the results. It is our hope that other organizations
would do their own studies of Channel One News
advertising. Universities, child health organizations
and others could secure tapes directly from Channel
One Network and do an analysis of the ad content.
Obligation hopes our survey will help focus attention
on Channel One’s advertising. This survey should
be the starting point for an overdue review of
Channel One advertising.
Product/Service
|
%
|
#
of ads |
Junk Food * |
27.1
|
109
|
Military Recruitment |
10.1
|
40.5
|
ONDCP |
7.7
|
31
|
Gatorade |
7.0
|
28
|
Movies / TV Shows |
6.7
|
27
|
Video Games/Rental |
6.0
|
24
|
AOL |
5.7
|
23
|
Acne Products |
5.1
|
20.5
|
Misc. PSAs |
5.5
|
22
|
Channel One related ads |
4.4
|
17.5
|
Shaving Products |
3.0
|
12
|
Polaroid |
2.6
|
10.5
|
Cereal |
2.7
|
11
|
Extra Gum |
2.2
|
9
|
Soap/ Deodorant |
1.7
|
7
|
Reebok |
1.0
|
4
|
Cell Phones |
.7
|
3
|
Hair Care Products |
.5
|
2
|
CDs |
.1
|
.5
|
401.5 ads
|
||
* examples of "junk food": M&Ms, Snickers, Pepsi, Pringles, Hostess Twinkies, Hostess Cupcakes, Juicy Fruit Gum, Mountain Dew, Mug Root Beer, Starburst Candy, Bubble Yum Bubble Gum and Twix Candy Bars. |
Channel One shows and advertisements. For the
purposes of this survey only commercials during
the two formal commercial breaks are included.
Obligation did not consider other advertising that
occurs during a Channel One show, such as: guest
hosts plugging their new CD or movie, companies
like Gatorade sponsoring "Play of the Week" or
Cingular sponsoring "Question of the Day." Also
ads at the end of the show were not considered.
All commercials are 30 seconds long unless otherwise
indicated. 15-second ads are indicated by "15" and
are considered "half-ads" therefore the
use of ".5" in the chart above.
10/20/97 Snickers Pringles Cinnaburst Nintendo
1/22/98 Pepsi Reebok Extra Gum PSA ONDCP
1/23/98 Pepsi Pepsi 1 Min Pepsi
4/6/98 Pepsi Reebok Army Gatorade
4/8/98 Pepsi Oxy Balance Schick razors Gatorade
4/9/98 Gatorade Oxy Balance Marines Kellogg’s Frosted
Flakes
4/20/98 M&Ms $2 Mil Contest Schick razors Kellogg’s
Frosted Flakes Reebok
4/22/98 Pepsi M&Ms $2 Mil Contest Bubble Yum
Gatorade 15 Tarzan Lost City PG
4/23/98 Snickers Tarzan Lost City PG Clearasil
Bubble Yum
4/24/98 Twix Candy Bars Slice Drink Nintendo Gatorade
9/21/98 Skittles candy Pringles Juicy Fruit Oxy
Balance
9/22/98 M&Ms Skintiment shave cream Clearasil
15 Bubble Yum 15 PSA ONDCP
9/23/98 Snickers Kellogg’s Frosted Flakes Oxy Balance
Juicy Fruit
9/25/98 Kellogg’s Mini Wheats Mug Root Beer Salon
Selectives Zest Soap
9/30/98 Mountain Dew Starburst candy Norelco Skintimint
shave cream
10/9/98 Skittles candy Salon Selectives Schick
razors Zest Soap
10/15/98 Nintendo M&Ms Gatorade Clearasil Army
10/13/98 Snickers Oxy Balance Old Spice Mug Root
Beer
10/20/98 M&Ms Schick razors Clearasil Bubble
Yum
10/21/98 Snickers Norelco electric razor Fruit
Loops Oxy Balance
10/23/98 Juicy Fruit Pringles Fruit Loops Zest
Soap
12/9/98 Noxema PSA ONDCP Nintendo Marines
12/11/98 Noxema Blockbuster Video Games Juicy Fruit
Disney Wonderful World
1/12/99 Mountain Dew ESPN X Games PSA ONDCP Winterfresh
Gum
1/19/99 Mountain Dew ESPN X Games Winterfresh Gum
PSA ONDCP
1/22/99 Blockbuster Video Games PSA ONDCP Winterfresh
Gum Army
1/26/99 Mountain Dew PSA ONDCP Schick razors Noxema
1/27/99 Mountain Dew Schick razors Channel One
Connection PSA ONDCP
1/29/99 ABC TGIF sitcoms Schick razors Army PSA
Stat
2/2/99 Twix Candy Bars Mountain Dew Fruit Loops
PSA ONDCP
4/7/99 Pepsi 1 Min Reebok Gatorade
5/3/99 Mountain Dew Nintendo PSA ONDCP Army
5/5/99 Pepsi PSA Youth Power Stridex Extra Gum
9/13/99 Snickers Mountain Dew Marines PSA ONDCP
11/10/99 Disney Space Jam Nintendo 15 PSA WWII
Memorial Navy Clearasil 15
11/15/99 Snickers Marines Nintendo 1 Min
11/17/99 Pepsi Nintendo Navy PSA ONDCP
11/22/99 Polaroid 15 Snickers Pepsi Fruit Loops
Polaroid 15
12/2/99 Pepsi Polaroid Joycam Channel One Connection
ABC Tuesdays with Morrie PSA ONDCP
12/6/99 Mandy Moore CD 15 Nintendo Schick Silk
Effect Razor Pepsi Clearasil 15
12/7/99 Nintendo Clearasil 15 Polaroid Joycam 15
PSA ONDCP AOL
12/8/99 Pepsi PSA Ctr for Missing Child. Pringles
PSA ONDCP
1/11/00 Entertainmenteen Mag. PSA ONDCP Extra Gum
Marines
2/22/00 Gatorade Hostess Hostess Twinkies Pepsi
Air Force
2/23/00 Pepsi Polaroid Sticky Film Nintendo 15
Marines Channelone.com
2/24/00 Gatorade Air Force Hostess Cupcakes PSA
ONDCP
2/29/00 Pepsi Clearasil Stay Clear Air Force Polaroid
Izone Camera
3/1/00 Pepsi Jeff Gordon Nintendo Channelone.com
PSA ONDCP Marines
3/2/00 Hostess Twinkies Nintendo Kelloggs Corn
Pops Air Force PSA Earthshare
3/3/00 Finishline.com/Nike Mission to Mars PG Air
Force Channeloneteacher.com
3/17/00 Nintendo Hostess Cupcakes PSA Missing Kids
1min
3/21/00 McDonald’s $1million 15 Gotajob.com Channelone.com
15 Nintendo Gatorade
3/22/00 Old Spice Pepsi Winterfresh Gum PSA ONDCP
3/31/00 Pepsi Gotajob.com Marines PSA ONDCP
4/3/00 Pepsi/Star Wars/Tostitos Marines Gotajob.com
Gatorade
4/25/00 Gatorade Gotajob.com ABC TV Arabian Nights
Army
4/26/00 Crunch Bar 15 Gatorade Pepsi/Star Wars/Tostitos
Corn Pops Phisoderm 15
4/27/00 Crunch Bar 15 Mt. Dew Channelone.com 15
Gatorade ABC TV
10/9/00 Pepsi Sisqo Air Force Extra Gum 15 ILN.net
Extra Gum 15
10/10/00 Pepsi Lego Mindstorm ILN.net Polaroid
Izone Camera
10/11/00 Mountain Dew ByeByeNow.com Extra Gum 15
Marines Extra Gum 15
10/13/00 Extra Gum 15 Pringles Extra Gum 15 Mountain
Dew PSA ONDCP
10/16/00 Pepsi PSA ONDCP ILN.net Juicy Fruit
10/17/00 Mountain Dew Marines Winterfresh Gum PSA
ONDCP
10/18/00 Polaroid Mountain Dew ByeByeNow.com Marines
10/19/00 ByeByeNow.com Juicy Fruit Pepsi Old Spice
12/5/00 Nintendo 15 Pepsi Stuff Offer Kelloggs
Corn Pops Contentville.com Nintendo 15
2/2/01 Extra Gum 15 Hostess Cupcakes Extra Gum
15 Gatorade 15 Phisoderm 15 About.com
2/5/01 Polaroid PSA ONDCP Nintendo Marines
2/6/01 Phisoderm About.com Nintendo Polaroid
2/7/01 About.com Pepsi Sisqo Marines About.com
2/21/01 About.com Polaroid PSA ONDCP About.com
2/22/01 About.com Pepsi Sisqo Hostess Twinkies
About.com
2/23/01 Army 1 Min Monkeybone PG13 See Spot Run
PG
2/26/01 About.com Gatorade Marines About.com
3/15/01 Monsterskate.com AOL PSA MADD 1 Min
3/16/01 PSA MADD 1 Min Hostess Twinkies Gatorade
3/19/01 PSA ONDCP Winterfresh Gum Gatorade PSA
Found. Better Life
3/20/01 PSA Ctr for Missing Child. Gatorade Winterfresh
Gum PSA ONDCP
3/21/01 PSA MADD Mountain Dew Gatorade PSA Earth
Eco/Yahoo
3/22/01 Pepsi 15 Polaroid Phisoderm 15 AOL Winterfresh
Gum
3/23/01 PSA MADD 1 Min Pepsi 15 Pepsi 15 Gatorade
5/21/01 Nintendo Game Pepsi/Tomb Raider PG13 Gatorade
Marines
5/22/01 Mountain Dew Planet of the Apes PG13 Extra
Gum AOL Extra Gum 15
5/23/01 Pepsi Britney Extra Gum 15 Nintendo Extra
Gum 15 Mountain Dew
5/24/01 The Animal PG13 AOL Gatorade 15 Pearl Harbor
PG Gatorade 15
5/31/01 The Animal PG13 AOL PSA ONDCP Contentville.com
6/1/01 NBA Contentville.com The Animal PG13 Gatorade
6/4/01 Cats & Dogs PG Gatorade Nintendo Advance
Contentville.com
6/5/01 Nintendo Advance 15 Cats & Dogs Movie
PG Nintendo Advance 15 NBA AOL
3/14/02 Phisoderm 15 Old Spice Deoderant Hostess
Cupcakes Juicy Fruit Phisoderm 15
5/6/02 Army Pepsi Britney Army PSA ONDCP
5/7/02 PSA PA Health Pepsi Shakira Cingular PSA
ONDCP
5/8/02 PSA PA Health Scooby Do Movie PG New Guy
PG13 15 Marines New Guy Contest 15
5/10/02 ESPN Ultimate X Movie Gatorade New Guy
Gatorade Energy Bar
5/13/02 New Guy Contest 15 Pepsi Britney Marine/C1
15 Clearasil Stay Clear 15 Cingular Clearasil Stay
Clear 15
5/14/02 Army PSA Pa Health Dept. PSA ONDCP Army/C1
5/15/02 PSA PA Health Gatorade Energy Bar Cingular
Gatorade Energy Bar
5/16/02 Mtn. Dew Code Red Army Army/C1 PSA PA Health
Dept
5/17/02 Gatorade 1 Min Army Pepsi