• by Joe Mandese  @mp_joemandese, February 5, 2007

The marketing of alcohol, tobacco and even food products aimed at children has come under attack in recent years, but American parents are actually more concerned with the impact media is having on the health of their children, according to findings of a study released this morning in preparation for a two-day conference dealing with the impact media is having on kids.

More than half (57%) of 1,138 American parents participating in the survey said they were more concerned about their children's overuse of media than smoking, drinking, sexual behavior, being overweight or developing eating disorders.

Results of the telephone poll, which was conducted for advocacy group Common Sense Media by Insight Research Group, come as media industry leaders prepare to discuss the impact of media on children during Common Sense's and the Aspen Institute's "Beyond Primetime" conference tonight and tomorrow at the Time Warner Conference Center in New York.

Two thirds of the respondents (68%) said they think media influences the health and well-being of their kids, but very few parents only 13% said they understand specifically how media's influence worked.

Television topped the list of parental concern, with 29% of respondents saying they were concerned about the amount of the medium their children use. The Internet ranked second with 24% of parents citing their concern, followed by video games (18%).

Parents of boys (71%) reported to be more aware of the impact of media than parents of girls (64%). Parents with older children (70%), aged 11 to 16, were more concerned than parents with younger children (66%), aged 5-10.