"Give us a chance to see what we can do," said C. Lee Peeler, president and CEO of the National Advertising Review Council, an organization that promotes truth in advertising through voluntary regulation.

Sen. Sam Brownback, R-Kan., said he would prefer self-regulation by the advertisers. He said that intervention by the federal government would actually delay the changes in ad content that so many seek. That's because legislation would lead to opposition from various interest groups as well as potential court challenges.

Advertisers also stressed that the content of food ads has already begun to change, with more ads promoting healthy foods and exercise than during 2005.

Sen. Tom. Harkin, D-Iowa, said he hoped the study would also prove helpful to a new Federal Communications Commission task force examining the impact of the media on childhood obesity rates.

"We now have data that conclusively shows kids are seeing an overwhelming number of ads for unhealthy food on all types of TV shows," Harkin said. "The 'childhood obesity epidemic' isn't just a catch phrase. It's a real public health crisis."

The study also recorded the number of public service announcements that children watch on television. The report said that expectations for educational campaigns affecting child obesity rates should be tempered.

Children see few public service announcements compared to food ads. Children under 8 see one announcement on fitness or nutrition for every 26 food ads. For preteens, it's one announcement for every 48 food ads. And for teens, the ratio is one public service announcement for every 130 food ads.

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