Television\u27s alleged effects on children have been the object of considerable debate since the early 1950\u27s. The effects of television commercials, however, have been the focus of only a handful of studies. According to recent FCC figures, television commercials now comprise 20 percent--12 minutes or more per hour--of television broadcast content (Johnson, 1973). Earlier figures reported by Steiner (1963) placed commercials as the third largest content category on television, following movies and comedy-variety, but ahead of action dramas and eight other programming categories. Although content emphasis may have changed over the decade, e.g. an increase in action dramas, advertising is still a paramount content category occupying one-fifth of air time. At today\u27s viewing levels, this means the average child is exposed to approximately 100 television commercials per day (Action for Children\u27s Television, 1971)
