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There's troubling news for parents who often let their kids watch TV for a breather: it might actually increase their stress levels. Why? Because increased TV time means more exposure to ads, which can lead kids to demand products during shopping trips—and they may throw a tantrum if they don’t get what they want. Researchers believe this dynamic can elevate parents' stress far beyond just a single shopping experience. This insight comes from a study led by the University of Arizona, published in the International Journal of Advertising, which examines how children's TV habits can affect their parents' stress. "The more ads children see, the more they ask for things, leading to more conflict," explained Matthew Lapierre, the study's lead author and an assistant professor at UArizona. "While we've understood that kids' demands cause conflict, we wanted to explore the broader impact on parents' stress." The study indicates that this could indeed be a factor. Parents can take steps to alleviate this stress, such as reducing screen time.