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Latest US data shows decline in number of food ads seen by children
Date: 24/09/2008
A new report has been released in the US from the Georgetown Economic Service on advertising to children. The Grocery Manufacturers Association and WFA's US Advertiser Association (ANA) commissioned the study as an update to a similar report in 2007, presented at the Federal Trade Commission's Workshop last summer.
The report, the first to analyze 2007 impressions and expenditures, finds that children and adolescents are seeing fewer food, beverage and restaurant commercials while the mix is shifting toward lower-calorie choices:
- The average child aged 2-11 viewed fewer food, beverage and restaurant advertisements on television in 2007 than in any recent year, continuing the previously reported historical trend.
- The decline has accelerated in the last three years. Meanwhile the number of advertisements on TV for all products seen by the average child changed little.
- Advertising is growing fastest for bottled water and fruits and vegetables. Advertising is shrinking fastest for cookies, gum & mints and snacks. Non-television media continues to grow, but these media still carry too little food, beverage and restaurant advertising to affect the television trends.
WFA Members can download the full report below.
For more information please contact Will Gilroy: [email protected]
Documents:
GES 2008 Report.pdf
