Table 3 Categories of branded foods advertised in UK monthly women's magazines overall and by season, magazine type and relative affluence of readers

All, n(%)

139 (10.1)

264 (19.3)

386 (28.0)

28 (2.0)

57 (4.1)

218 (15.8)

288 (20.9)

Season

Spring, n(%)

9 (3.8)

64 (27.1)

53 (22.5)

6 (2.5)

18 (7.6)

36 (15.3)

50 (21.2)

Summer, n(%)

45 (11.3)

60 (15.0)

135 (33.8)

5 (1.5)

10 (2.5)

67 (16.8)

77 (19.3)

Autumn, n(%)

40 (9.4)

90 (21.0)

118 (27.6)

8 (1.9)

16 (3.7)

70 (16.4)

86 (20.1)

Winter, n(%)

45 (14.2)

50 (15.8)

80 (25.3)

8 (2.5)

13 (4.1)

45 (14.2)

75 (23.7)

χ² (p-value), df = 3

17.1 (0.001)

17.4 (0.001)

11.3 (0.010)

1.3 (0.721)

10.1 (0.017)

1.0 (0.801)

2.4 (0.498)

Magazine type

Lifestyle & beauty, n(%)

114 (20.3)

69 (12.3)

165 (29.4)

5 (0.9)

15 (2.7)

91 (6.2)

103 (18.3)

Food & homes, n(%)

21 (5.8)

95 (26.2)

97 (26.8)

9 (2.5)

16 (4.4)

45 (12.4)

79 (21.8)

General interest, n(%)

4 (0.9)

100 (21.9)

124 (27.2)

14 (3.1)

26 (5.7)

82 (18.0)

106 (23.3)

χ² (p-value), df = 2

114.6 (<0.001)

31.2 (<0.001)

0.9 (0.630)

6.5 (0.038)

6.0 (0.051)

4.8 (0.091)

4.0 (0.138)

Affluence tertile

Least, n(%)

7 (2.8)

57 (22.4)

81 (31.8)

5 (2.0)

8 (3.1)

36 (14.1)

61 (23.9)

Middle, n(%)

87 (17.5)

77 (15.5)

145 (29.2)

5 (1.0)

11 (2.2)

74 (14.9)

97 (19.6)

Most, n(%)

45 (7.2)

130 (20.7)

160 (25.4)

18 (2.9)

38 (6.0)

108 (17.2)

130 (20.7)

χ² (p-value), df = 2

51.6 (<0.001)

6.8 (0.033)

4.2 (0.121)

4.8 (0.091)

11.0 (0.004)

1.7 (0.423)

2.0 (0.373)