yogin
September 3rd, 2008, 02:54 AM
Contents
List of Tables............................................ .................................................. .....................................v
List of Figures........................................... .................................................. .................................vii
Executive Summary........................................... .................................................. ....................ES-1
I. Introduction...................................... .................................................. .....................................1
A. Background: Marketing, Self-Regulation, and Childhood Obesity..................................1
B. Conducting the Study............................................. .................................................. ..........3
1. Marketing Expenditures...................................... .................................................. ......4
2. Marketing Activities and Other Information Requested by the Special Order...........5
C. Role of the FTC Study............................................. .................................................. .........6
II. Expenditures for Marketing Food to Children and Adolescents....................................... ..7
A. Introduction...................................... .................................................. ...............................7
B. Expenditures Analyzed by Food Category.......................................... ...............................8
C. Expenditures Analyzed by Promotional Activity Groups............................................ ....12
1. Traditional Measured Media: Television, Radio, and Print......................................15
2. New Media: Websites, Internet, Digital, Word-of-Mouth, and Viral Marketing.....17
3. Packaging and In-Store Marketing......................................... ...................................18
4. Premiums.......................................... .................................................. .......................19
5. Other Traditional Promotional Activities .................................................. ..............20
6. In-School Marketing......................................... .................................................. ......23
7. Use of Cross-Promotions and Celebrity Endorsements...................................... ......24
III. Food Marketing Activities Directed to Children and Adolescents....................................27
A. Introduction...................................... .................................................. .............................27
B. Specific Promotional Activities........................................ ................................................28
1. Cross-Promotions and Third-Party Licensed Characters........................................ ..28
2. Brand Recognition Activities........................................ ............................................38
3. Other Promotional Activities........................................ .............................................39
4. In-School Marketing......................................... .................................................. ......51
C. Target Companies’ Market Research on Child and Teen Audiences................................54
D. Marketing Directed to Children or Adolescents by Gender, Race, Ethnicity, or Income Level............................................. .................................................. .....................57
1. Television, Print, Radio, and Internet.......................................... ..............................57
2. Athletic and Other Event Sponsorships...................................... ..............................58
3. Packaging, In-Store, Premiums, and School-Related Marketing..............................58
IV. Assessment of Food Company Health Initiatives and Recommendations.......................60
A. The 2005 Workshop on Marketing, Self-Regulation & Childhood Obesity and the 2006 Report............................................ .................................................. ........................60
B. Developments Since the 2005 Workshop and 2006 Report............................................ .61
1. Children’s Food and Beverage Advertising Initiative........................................ .......62
2. “Better for You” products.......................................... ................................................65
3. Innovative Packaging......................................... .................................................. .....67
4. Nutritional Labeling.......................................... .................................................. ......68
5. Competitive Foods and Beverages in Schools........................................... ...............72
6. Healthy Messages.......................................... .................................................. ..........75
7. Media and Entertainment Company Initiatives....................................... ..................78
C. Measuring the Success of Company Initiatives....................................... .........................80
V. Conclusion........................................ .................................................. ...................................81
Endnotes.......................................... .................................................. ...........................................83
Appendices
Data and Research Methods........................................... .........................................Appendix A
Federal Trade Commission Order to File Special Report........................................Appe ndix B
Expenditure Data Tables by Food Category and Promotional Activity Category...Appendix C
FTC Survey of Food and Beverage Display Advertising on Child- and Teen-Oriented Websites and Select Data on Food Company Websites.....................Appendix D
CBBB Children’s Food & Beverage Advertising Initiative: Tables Summarizing Individual Food Company Commitments Regarding Food Marketing to Children.......................................... ............................................Append ix E
Tables Summarizing Alliance for a Healthier Generation School Beverage and Competitive Food Guidelines........................................ .............................Appendix F
List of Tables
Table II.1: Total Youth Marketing for Reported Brands and Percent of Total Marketing, By Food Category, Ranked by Youth Spending.......................................... ........................9
Table II.2: Reported Child and Teen Marketing Expenditures and Overlap.................................11
Table II.3: Reported Child and Teen Marketing That Uses Cross-Promotions, Ranked by Percentage........................................ .................................................. ..........................25
List of Tables............................................ .................................................. .....................................v
List of Figures........................................... .................................................. .................................vii
Executive Summary........................................... .................................................. ....................ES-1
I. Introduction...................................... .................................................. .....................................1
A. Background: Marketing, Self-Regulation, and Childhood Obesity..................................1
B. Conducting the Study............................................. .................................................. ..........3
1. Marketing Expenditures...................................... .................................................. ......4
2. Marketing Activities and Other Information Requested by the Special Order...........5
C. Role of the FTC Study............................................. .................................................. .........6
II. Expenditures for Marketing Food to Children and Adolescents....................................... ..7
A. Introduction...................................... .................................................. ...............................7
B. Expenditures Analyzed by Food Category.......................................... ...............................8
C. Expenditures Analyzed by Promotional Activity Groups............................................ ....12
1. Traditional Measured Media: Television, Radio, and Print......................................15
2. New Media: Websites, Internet, Digital, Word-of-Mouth, and Viral Marketing.....17
3. Packaging and In-Store Marketing......................................... ...................................18
4. Premiums.......................................... .................................................. .......................19
5. Other Traditional Promotional Activities .................................................. ..............20
6. In-School Marketing......................................... .................................................. ......23
7. Use of Cross-Promotions and Celebrity Endorsements...................................... ......24
III. Food Marketing Activities Directed to Children and Adolescents....................................27
A. Introduction...................................... .................................................. .............................27
B. Specific Promotional Activities........................................ ................................................28
1. Cross-Promotions and Third-Party Licensed Characters........................................ ..28
2. Brand Recognition Activities........................................ ............................................38
3. Other Promotional Activities........................................ .............................................39
4. In-School Marketing......................................... .................................................. ......51
C. Target Companies’ Market Research on Child and Teen Audiences................................54
D. Marketing Directed to Children or Adolescents by Gender, Race, Ethnicity, or Income Level............................................. .................................................. .....................57
1. Television, Print, Radio, and Internet.......................................... ..............................57
2. Athletic and Other Event Sponsorships...................................... ..............................58
3. Packaging, In-Store, Premiums, and School-Related Marketing..............................58
IV. Assessment of Food Company Health Initiatives and Recommendations.......................60
A. The 2005 Workshop on Marketing, Self-Regulation & Childhood Obesity and the 2006 Report............................................ .................................................. ........................60
B. Developments Since the 2005 Workshop and 2006 Report............................................ .61
1. Children’s Food and Beverage Advertising Initiative........................................ .......62
2. “Better for You” products.......................................... ................................................65
3. Innovative Packaging......................................... .................................................. .....67
4. Nutritional Labeling.......................................... .................................................. ......68
5. Competitive Foods and Beverages in Schools........................................... ...............72
6. Healthy Messages.......................................... .................................................. ..........75
7. Media and Entertainment Company Initiatives....................................... ..................78
C. Measuring the Success of Company Initiatives....................................... .........................80
V. Conclusion........................................ .................................................. ...................................81
Endnotes.......................................... .................................................. ...........................................83
Appendices
Data and Research Methods........................................... .........................................Appendix A
Federal Trade Commission Order to File Special Report........................................Appe ndix B
Expenditure Data Tables by Food Category and Promotional Activity Category...Appendix C
FTC Survey of Food and Beverage Display Advertising on Child- and Teen-Oriented Websites and Select Data on Food Company Websites.....................Appendix D
CBBB Children’s Food & Beverage Advertising Initiative: Tables Summarizing Individual Food Company Commitments Regarding Food Marketing to Children.......................................... ............................................Append ix E
Tables Summarizing Alliance for a Healthier Generation School Beverage and Competitive Food Guidelines........................................ .............................Appendix F
List of Tables
Table II.1: Total Youth Marketing for Reported Brands and Percent of Total Marketing, By Food Category, Ranked by Youth Spending.......................................... ........................9
Table II.2: Reported Child and Teen Marketing Expenditures and Overlap.................................11
Table II.3: Reported Child and Teen Marketing That Uses Cross-Promotions, Ranked by Percentage........................................ .................................................. ..........................25