This study aimed to examine the factors influencing the uptake of infant and young child feeding messages promoted in TV spots that were launched and aired nationwide in Bangladesh. Factors associated with TV spot viewing and comprehension (i.e. younger maternal age and receipt of home visits by frontline health workers) were analysed using multivariable logistic regression models, and interview transcripts were analysed by systematic coding and iterative summaries.

Exposure to the TV spots in the intensive study areas was moderate and consistently higher than in nonintensive areas. The factors associated with higher recall in viewing the TV spots were as expected—younger age, higher education, frequent TV watching, and receipt of home visits from a frontline health worker (which was substantially higher in intensive area). However, despite more mothers in intensive areas reporting prior knowledge of the TV spot messages, there was no difference in comprehension between mothers in the program groups for most spots. Furthermore, the factors associated with viewing were not necessarily associated with comprehension.