Most evidence concerning the impact of television commercials on children has been derived from anecdotal reports [1] or from studies in which the dependent measures have been cognitive or attitudinal rather than behavioral [e.g., 6]. The exceptions are two recent experimental studies which have demonstrated that commercials can have a significant effect on children's behavioral choices in a laboratory setting [3, 5]. The present study examines the effectiveness of children's commercials in a field setting. Changes in children's toy and game choices were measured during the Christmas toy and game advertising campaign of November-December 1972. In the immediate pre-Christmas months, toy and game commercials constituted more than 50% of the advertising on children's television programs [2]. Whereas the usually predominant food and beverage advertising is spread throughout the year, half of the total volume of children's toy and game advertising is presented in November and December. This advertising concentration permits a naturalistic setting for a beforeand-after study of children's toy and game choices.
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Robertson et al. (1976) studied this question.
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