Marketing Food to Children and Adolescents - Federal Trade ...
Marketing Food to Children and Adolescents - Federal Trade ...
Marketing Food to Children and Adolescents - Federal Trade ...
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Expenditures for <strong>Marketing</strong> <strong>Food</strong> <strong>to</strong> <strong>Children</strong> <strong>and</strong> <strong>Adolescents</strong><br />
a. PR o d u c T Pl a c e m e n T s a n d mo v i e Th e a T e R, vi d e o, a n d vi d e o ga m e<br />
adveRTising<br />
The companies reported spending more than $5 million on youth-directed product<br />
placements. Some companies explained that product placement expenses encompassed the<br />
cost of the product only; other companies reported expenditures for hiring agencies <strong>to</strong> negotiate<br />
opportunities for product placements. Only carbonated beverage companies spent a significant<br />
amount on product placements – just over $4.5 million for teen-directed placements, which<br />
comprised 67% of what the carbonated beverage companies spent in <strong>to</strong>tal on product placements<br />
for the reported br<strong>and</strong>s.<br />
Dollars (in millions)<br />
140<br />
120<br />
100<br />
80<br />
60<br />
40<br />
20<br />
0<br />
Figure II.15: Other Traditional Promotions<br />
Top 3 for Youth<br />
The companies spent $8.4 million on youth-directed advertising preceding or appearing<br />
in video games or preceding movies. The prepared foods category accounted for the greatest<br />
expenditures on movie theater, video, <strong>and</strong> video game advertising <strong>to</strong> reach children ($2.4<br />
million), representing 95% of all expenditures by the reporting companies on such advertising<br />
for prepared foods. C<strong>and</strong>y/frozen dessert makers reported the largest expenditures on movie<br />
theater, video, <strong>and</strong> video game advertising <strong>to</strong> reach the teen market ($3 million), 47 representing<br />
84% of all such expenditures in the c<strong>and</strong>y/frozen dessert category for the reported br<strong>and</strong>s.<br />
b. ch a R a c T e R o R cR o s s-PR o m o T i o n a l li c e n s e fe e s<br />
Youth-directed expenditures for character or cross-promotional licensing fees were reported<br />
in all food categories, for a <strong>to</strong>tal of $46 million. Although these fees comprised only 3% of all<br />
youth-directed marketing expenditures, several companies reported that many <strong>to</strong> most of their<br />
cross-promotional arrangements did not require them <strong>to</strong> pay fees. Breakfast cereal companies<br />
reported the largest amount of child-directed licensing fees ($12.4 million), followed by the<br />
QSRs ($11.5 million) <strong>and</strong> snack food producers ($8.7 million).<br />
117<br />
37<br />
Carbonated Beverages Restaurant <strong>Food</strong>s Juice & Noncarbonated<br />
Bevs.<br />
21<br />
21<br />
67<br />
All Other