For every minute of television to which children are directly exposed, there are an additional 3 minutes of indirect exposure, making background exposure a much greater proportion of time in a young childs day, the authors say in the study.
What they found even more concerning was that kids under 2 and African-American children are exposed to 42% and 45% more background TV, respectively, than the average child.
Its particularly concerning because there is evidence this exposure has negative consequences for development, says Lapierre. According to the authors, these high rates could be the result of parents not counting background TV as exposure or thinking their kids are too young to be affected by it.
This study should be a warning to parents and day-care providers to shut off the television when no one is watching, and certainly to consider the consequences of having a television in a childs bedroom no matter how young they may be, said Cynthia Stohl, the International Communication Association president and professor of communication at the University of California, Santa Barbara, in a statement.
The researchers are hopeful their findings will further the understanding of how home media practices relate to background television exposure, so recommendations for reducing kids exposure can be made.
The new data will be presented at the International Communication Associations annual conference in Phoenix next month.
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