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Patterns of Energy Drink Advertising Over US Television Networks Jennifer A Research Article Patterns of Energy Drink Advertising Over US Television Networks Jennifer A. Emond, PhD1,2; James D. Sargent, MD1,3; Diane Gilbert-Diamond, ScD1,2 ABSTRACT Objective: To describe programming themes and the inclusion of adolescents in the base audience for television channels with high levels of energy drink advertising airtime. Design: Secondary analysis of energy drink advertising airtime over US network and cable television channels (n ¼ 139) from March, 2012 to February, 2013. Programming themes and the inclusion of adolescents in each channel’s base audience were extracted from cable television trade reports. Main Outcome Measure: Energy drink advertising airtime. Analysis: Channels were ranked by airtime; programming themes and the inclusion of adolescents in the base audience were summarized for the 10 channels with the most airtime. Results: Over the study year, 36,501 minutes (608 hours) were devoted to energy drink advertisements; the top 10 channels accounted for 46.5% of such airtime. Programming themes for the top 10 channels were music (n ¼ 3), sports (n ¼ 3), action-adventure lifestyle (n ¼ 2), African American lifestyle (n ¼ 1), and comedy (n ¼ 1). MTV2 ranked first in airtime devoted to energy drink advertisements. Six of the 10 channels with the most airtime included adolescents aged 12–17 years in their base audience. Conclusions and Implications: Energy drink manufacturers primarily advertise on channels that likely appeal to adolescents. Nutritionists may wish to consider energy drink media literacy when advising adolescents about energy drink consumption. Key Words: energy drinks, adolescents, marketing, television (J Nutr Educ Behav. 2015;47:120-126.) Accepted November 17, 2014. INTRODUCTION tration,5 yet concerns have been raised lated to energy drink use have been about the potential health risks associ- reported to the Food and Drug Energy drinks are ready-to-drink bever- ated with high caffeine intake among Administration since 2004.9 Although ages, shots, and drops that contain adolescents.3 For example, short-term the extent of any health risks associated caffeine and often a mix of other stimu- adverse effects associated with caffeine with energy drink consumption is lants and ingredients purported to in- intake among adolescents include anxi- currently under debate,10 the American crease energy (eg, guarana, herbal ety, irritability, and withdrawal symp- Academy of Pediatrics3 advises against supplements, B vitamins, taurine).1-3 toms.3,6,7 Adolescence is a critical time energy drink consumption among The caffeine content of energy drinks of cognitive development, and caffeine adolescents, stating that energy drinks varies. Concentrations for many po- intake during this period may have offer no therapeutic benefits.3 pular brands range from 70 mg/8-oz a negative impact on learning, parti- In June, 2013, the American Medi- serving to 200 mg/16-oz serving.4 In cularly if intake contributes to disrup- cal Association11 supported a ban on comparison, the caffeine content of ted sleep.3,7 More serious adverse the marketing of energy drinks to ado- many popular soft drink brands ranges effects related to energy drink intake lescents, and in September, 2013, a US from 23 to 69 mg/12 oz.4 Caffeine is among adolescents, including serious Senate Commerce Committee de- considered ‘‘generally recognized as cardiovascular events,3,4,8 have been manded that energy drink manufac- safe’’ by the US Food and Drug Adminis- reported. Importantly, 34 deaths re- turers stop marketing their products to adolescents.12 However, current data regarding the marketing practices of energy drink manufacturers have 1Norris Cotton Cancer Center, Geisel School of Medicine at Dartmouth, Lebanon, NH been largely qualitative.1,13 Specifi- 2Department of Community and Family Medicine, Geisel School of Medicine at Dart- cally, qualitative data highlight several mouth, Lebanon, NH methods of advertising that energy 3Department of Pediatrics, Geisel School of Medicine at Dartmouth, Lebanon, NH drink manufactures use, including Conflict of Interest Disclosure: The authors’ conflict of interest disclosures can be found online featuring young athletes in marketing with this article on www.jneb.org. campaigns, using edgy and attention- Address for correspondence: Jennifer A. Emond, PhD, Norris Cotton Cancer Center, One grabbing packaging, and sponsoring Medical Center Drive, HB7920, Lebanon, NH 03756; Phone: (603) 653-9168; Fax: (603) events popular with adolescents and 653-9090; E-mail: [email protected] young adults.1,13 Two quantitative Ó2015 SOCIETY FOR NUTRITION EDUCATION AND BEHAVIOR studies measured adolescent exposure http://dx.doi.org/10.1016/j.jneb.2014.11.005 to energy drink advertisements and 120 Journal of Nutrition Education and Behavior Volume 47, Number 2, 2015 Journal of Nutrition Education and Behavior Volume 47, Number 2, 2015 Emond et al 121 reported that adolescents were more monitoring company (AdScope, Kantar audience included 12- to 17-year- likely to be exposed to energy drink Media, Atlanta, GA) in March, 2013. olds. Data reported in each CAB report advertisements over television and the That database included all food and varied across channels; however, Internet than were adults.14,15 Using beverage advertisements aired on US reports for several channels also 2012 Nielsen data, researchers from network and cable television channels included the proportion of adoles- the Yale Rudd Center for Food (n ¼ 139) between March, 2012 and cents aged 12–17 years in the base Policy and Obesity illustrated that February, 2013. For each advertisement audience. Such information is often adolescents aged 12–17 years viewed in the database, the following data were reported as an index value, which is more advertisements for energy drinks included:manufacturer, productname, the proportion of adolescent viewers than did adults on many cable title of advertisement, length of adver- in that channel's base audience rela- channels popular with young adults. tisement, channel of advertisement tive to the proportion of adolescent Adolescents viewed 2.26 times as airing, and date and time of airing. viewers in the general network and many advertisements for 5-Hour En- Manufacturer and product names cable television audience. An index ergy, 2.14 times as many advertise- were reviewed to identify energy value of 200 implies that a channel ments for Red Bull, and 2.44 times as drinks. Caffeinated sodas and non- has twice as many 12- to 17-year-old many advertisements for Street King caffeinated sports drinks were not viewers in its base audience compared energy drinks on MTV2 than did adults included. Energy drinks were defined with the general television viewing watching MTV2.14 Results from that as ready-to-drink beverages, shots audience. Adolescents currently con- study demonstrated that advertise- (concentrated liquids, roughly 1.9 fluid stitute 8% of the general television ments aired on those channels effec- ounces, intended for rapid consump- viewing audience30; thus, an index tively reached an adolescent audience. tion), powder mixes, or drops (concen- value of 200 for a specific channel Nielsen data are based on a sample of trated liquids, roughly 1.0 or 1.6 fluid would indicate that adolescents households and reflect viewership; a oz, intended to be added to other bever- constitute 16% of that channel's base study that specifically assesses patterns ages) containing caffeine and at least audience. Index values for adolescents of airtime placement for energy drink 1 additional ingredient promoted as are reported when those values were advertisements on television would be increasing energy. Manufacturers' available. useful by informing a more complete Web sites were visited to review prod- representation of the marketing intents uct ingredients.17-29 This study was of manufacturers. exempt from institutional board Data Analysis Television remains the most popu- review because human subjects were The total number of advertisements lar media outlet among adolescents in not enrolled. and total number of advertising the US.16 In 2009, adolescents aged minutes (airtime) devoted to energy 11–18 years averaged over 4.5 hours drinks were summed for each network of television time on any typical Audience Demographics and cable television channel. Chan- day.16 In 2012, television advertising Audience demographics for the top 10 nels were then ranked by airtime accounted for 96% of all US adver- channels were extracted from publicly devoted to energy drink advertise- tising expenditures for 6 major energy available reports compiled by the Cable- ments and the 10 channels with the drink manufacturers.14 Thus, televi- television Advertising Bureau (CAB).30 greatest total airtime over the study sion advertising as a medium to reach The CAB is a 501-(c)-(6) trade group year were selected for further analyses. youth remains highly relevant. This including advertisement-supported For each of those top 10 channels, the study quantified the airtime devoted cable and television networks; its average daily total airtime (minutes) to energy drink advertisements over board of directors includes senior during the period was computed and all US network and cable television leadership of most major television 95% confidence intervals were stations for 1 year. For the 10 channels and cable networks. The mission of computed to illustrate statistically sig- with greatest amount of airtime the CAB is to ‘‘increase awareness of nificant differences in daily airtime by devoted to energy drink advertise- the power of cable as an advertising channel at P < .05, unadjusted for ments, programming themes and the medium and to make cable an increas- multiple comparisons. When compar- frequency of adolescents in the base ingly effective marketing environ- isons between specific channels were audience were summarized to gauge ment for advertisers throughout the presented, P for a t test comparing how likely it was that adolescents US.’’30 Thus, the CAB lobbies manu- mean minutes of airtime per day is were exposed to energy drink adver- facturers and advertising firms with also presented. Minutes per day were tisements on television.
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