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Citation Information

Type Journal Article - Helen Keller International, Dakar, Senegal
Title Monitoring of Television Advertising of Breastmilk Substitutes, Commercially Produced Complementary Foods and Other Milks in Dakar, Senegal
Publication (Day/Month/Year) 2016
For three months in 2015 in the Dakar Department, Senegal, Helen Keller International (HKI), in
collaboration with the marketing and advertising agency Media Time, conducted monitoring of
television commercials for specific foods and beverages consumed by infants and young
children. The three categories of products monitored included breastmilk substitutes (BMS),
commercially produced complementary foods (CPCF) (which are specifically made for
consumption by infants and young children), and other milks, liquid or powdered (OM).
Monitoring of commercials shown on 20 frequently watched TV channels (6 local and 14
international cable channels) was conducted daily for 3 months to assess frequency, duration
and exposure of ads, time of day ads were shown, manufacturers of products advertised, share
of voice and content of ads. Information on expenditures by advertisers was also assessed.

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