On average, children watch more than 3 hours of television each day. This study sought to examine changes in the extent and content of food advertising that children and adolescents saw during the 2003-2007 period. Between 2003 and 2007, daily average exposure to food ads fell by 13.7% and 3.7% among children aged 2 to 5 years and 6 to 11 years, respectively, but increased by 3.7% among adolescents aged 12 to 17 years. Exposure to sweets and beverage ads fell across all age groups, with substantial decreases in exposure to ads for the most heavily advertised sugar-sweetened beverages—fruit drinks and regular soft drinks. In contrast, exposure to fast food ads for children and adolescents increased, and there was a marked increase in diet soft drink advertising. Continued monitoring of children's television food ad exposure along with nutritional assessments of advertised products will improve understanding of the extent to which self-regulation can translate into a reduction in the promotion of unhealthy food products.