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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 />

percentage of <strong>to</strong>tal expenditures on event marketing for the reported br<strong>and</strong>s, the baked goods<br />

<strong>and</strong> breakfast cereal companies spent the most <strong>to</strong> reach children; approximately 100% of event<br />

marketing expenditures for these reported br<strong>and</strong>s were child directed, compared <strong>to</strong> 30% for the<br />

QSRs. For teen-directed event marketing, the ratios were 81% (carbonated beverages), 52%<br />

(juice <strong>and</strong> non-carbonated beverages), 45% (c<strong>and</strong>y/frozen desserts), <strong>and</strong> 41% (dairy products).<br />

e. Ph i l a n T h R o P i c<br />

Seven food <strong>and</strong> beverage categories engaged in child- or teen-directed advertising or other<br />

product br<strong>and</strong>ing activities in conjunction with their philanthropic endeavors. The Special<br />

Order required the companies <strong>to</strong> report the costs associated with both monetary <strong>and</strong> in-kind<br />

donations that were conditioned upon or made in combination with the display of trade names,<br />

logos, or other br<strong>and</strong>ed materials, but not the amount of the donation itself. QSRs spent the<br />

most on child-directed philanthropic marketing – $10.2 million, which was 89% of their overall<br />

expenditures on marketing associated with philanthropy for the reported br<strong>and</strong>s. Carbonated<br />

beverage companies spent $3.7 million <strong>to</strong> reach a youth audience, amounting <strong>to</strong> 51% of<br />

their <strong>to</strong>tal philanthropy-associated marketing expenditures for the reported br<strong>and</strong>s. The non-<br />

carbonated beverage companies spent $2.7 million, or 85% of their philanthropy-associated<br />

marketing expenditures for the reported br<strong>and</strong>s, <strong>to</strong> reach a youth audience. Fruit <strong>and</strong> vegetable<br />

producers spent $1.8 million <strong>to</strong> reach youths, or 93% of their philanthropy-associated marketing<br />

expenditures for the reported br<strong>and</strong>s.<br />

6. In-School <strong>Marketing</strong><br />

The companies spent nearly $186 million in youth-directed in-school marketing<br />

expenditures for the reported br<strong>and</strong>s, which accounted for 11.5% of overall youth-directed<br />

marketing expenditures, <strong>and</strong> 67% of the <strong>to</strong>tal expended on in-school marketing for the reported<br />

br<strong>and</strong>s (including marketing at colleges <strong>and</strong> universities). As shown in Figure II.16, more<br />

than 90% of the youth-directed in-<br />

school expenditures was reported in the<br />

carbonated beverages <strong>and</strong> juice <strong>and</strong> non-<br />

carbonated beverages categories ($169<br />

million combined). The QSRs reported<br />

$9.3 million in child-directed in-school<br />

marketing, <strong>and</strong> the dairy promoters<br />

reported nearly $4.8 million in teen-<br />

directed in-school marketing.<br />

Dollars (in millions)<br />

140<br />

120<br />

100<br />

80<br />

60<br />

40<br />

20<br />

0<br />

23<br />

116<br />

Figure II.16: In-School<br />

Top 3 for Youth<br />

53<br />

Carbonated Beverages Juice & Noncarbonated<br />

Bevs.<br />

9 7<br />

Restaurant <strong>Food</strong>s All Other

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