Marketing Food to Children and Adolescents - Federal Trade ...

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Marketing Food to Children and Adolescents Dollars (in millions) Dollars (in millions) 250 200 150 100 50 500 450 400 350 300 250 200 150 100 50 0 0 Figure II.6: Reported Child Marketing Expenditures, By Promotional Activity Group Carbonated Beverages Carbonated Beverages Restaurant Foods Restaurant Foods Breakfast Cereal Figure II.7: Reported Teen Marketing Expenditures, By Promotional Activity Group Breakfast Cereal Juice & Noncarbonated Bevs. Juice & Noncarbonated Bevs. Snack Foods Candy/Froz. Desserts Snack Foods Candy/Froz. Desserts 14 Prepared Foods & Meals Prepared Foods & Meals In-School Other Traditional Promotions Premiums In-Store, Packaging/Labeling New Media Traditional Measured Media Baked Goods Dairy Products Fruits & Vegetables In-School Other Traditional Promotions Premiums In-Store, Packaging/Labeling New Media Traditional Measured Media Baked Goods Dairy Products Fruits & Vegetables Note: The child-directed expenditures shown in Figure II.6 are on a scale of zero to $250 million, whereas the teen-directed expenditures shown in Figure II.7 are on a scale of zero to $500 million.
Expenditures for Marketing Food to Children and Adolescents 1. Traditional Measured Media: Television, Radio, and Print Traditional Measured Media (television, radio, and print) comprised 53% of youth-directed marketing expenditures – $853 million. 27 The bulk of the reported expenditures in traditional measured media was for television advertising. As noted above, the reporting companies spent more than $745 million on youth-directed television marketing, accounting for roughly 46% of all youth-directed marketing expenditures and 21% of the companies’ $3.6 billion in total television advertising expenditures for their reported brands. a. Te l e v i s i o n The companies spent $458 million on child-directed television advertising. Breakfast cereals accounted for more than 31% of those expenditures, or $142 million, and restaurant food accounted for 20%, or $91 million. Other food categories with child-directed television advertising were snacks ($69 million), prepared foods ($42 million), baked goods ($37 million), and candy/frozen desserts ($33 million). Carbonated beverage companies reported $1.8 million in child-directed television expenditures, representing only three-tenths of 1% of their total television advertising expenditures for their reported brands. The reporting companies spent $376 million on teen-directed television advertising. 28 QSRs accounted for nearly 28% of those expenditures, or $105 million, although this amount comprised only 8% of the QSRs’ $1.3 billion in total expenditures for television advertising. Carbonated beverage companies spent $99 million, and the candy and frozen desserts category spent $69 million on teen-directed television advertising. Other food categories with teen- directed television advertising were snacks, juice and non-carbonated beverages, and baked goods; they reported between $20 and $25 million each in teen-directed advertising expenditures. Figure II.8 shows the total youth-directed television expenditures for the top three food categories using this promotional category. The Special Order also sought expenditure data for advertisements placed during American Idol, American Dad, Family Guy, Unan1mous, and The Simpsons. Among broadcast television programs, these five shows commanded the largest percentage share of teens 12- 17 in the audience during the 2005-06 television year, according to The Nielsen Company. Because these programs did Dollars (in millions) Figure II.8: Television Advertising Expenditures Top 3 For Youth 350 300 250 200 150 100 50 0 15 187 149 100 309 Restaurant Foods Breakfast Cereal Carbonated Beverages All Other
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