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Sugary Drink Marketing to Youth: Some Progress but Much Room to Improve Methods Sugary drink marketing to youth: Some progress but much room to improve Methods Sugary Drink FACTS 2014 Some progress but much room for improvement in marketing to youth Authors: Jennifer L. Harris, PhD, MBA Marlene B. Schwartz, PhD Megan LoDolce, MA Christina Munsell, MS, RD Frances Fleming-Milici, PhD James Elsey, MS Sai Liu, MPH Maia Hyary, MPA Renee Gross, JD Carol Hazen, MS Cathryn Dembek, MBA Rudd Center for Food Policy and Obesity November, 2014 Acknowledgements We would like to thank the following people for their valuable assistance in collecting data and preparing the report: Colleen Flynn Amy Heard Sarah Maver Kelsey O'Brien Natalia Perelman Katherine Rich Solomon Gazara Thank you to our colleagues at the Rudd Center, especially Megan Orciari, Patrick Mustain, and Tricia Wynne. We thank Cavich Creative, LLC and Chris Lenz for their assistance in preparing the report and the website. Finally, we thank the leadership and staff at the Robert Wood Johnson Foundation, with special thanks to Tina Kauh, Susan Promislo and the entire Childhood Obesity Team. Support for this project was provided by a grant from the Robert Wood Johnson Foundation. Table of Contents List of Tables...................................................................................iv Ranking Tables .................................................................................v Appendix Tables ................................................................................v List of Figures . v Executive Summary .............................................................................6 Introduction ...................................................................................12 Results ........................................................................................16 Sugary drink market ............................................................................ 17 Beverage sales by category .....................................................................18 Sugary drink products..........................................................................18 Nutritional content and on-package marketing ......................................................22 Obtaining nutrition and ingredient information .......................................................22 Nutrirional content by category...................................................................23 Children’s drinks ..............................................................................28 On-package marketing .........................................................................30 Traditional media advertising ....................................................................36 Advertising spending ..........................................................................36 TV advertising exposure ........................................................................42 Brand appearances on prime-time TV .............................................................49 Digital media marketing .........................................................................54 Beverage company websites ....................................................................54 Display advertising on third-party websites .........................................................59 Social media marketing.........................................................................64 Smartphone applications .......................................................................74 Marketing to Hispanic and black youth.............................................................79 Advertising on Spanish-language TV . 79 Exposure to TV advertising by black youth..........................................................80 Targeted marketing on the internet ................................................................83 Multicultural events and sponsorships .............................................................85 Discussion ....................................................................................89 Endnotes ......................................................................................96 Ranking Tables.................................................................................101 Appendices...................................................................................129 A. Methods....................................................................................129 Scope of the Analysis ..........................................................................129 Sugary drink market ...........................................................................129 Nutritional content ............................................................................ 130 Marketing practices ...........................................................................131 B. Nutrition Tables..............................................................................139 Sugary Drink FACTS iii List of Tables Table 1. Sugary Drink FACTS 2011: Key findings . .14 Table 2. Sugary Drink FACTS 2011: Recommendations . 16 Table 3. Sugary drink category overview...........................................................20 Table 4. Companies with brands in multiple categories ...............................................20 Table 5. Companies with products in one drink category ...............................................21 Table 6. Obtaining nutrition information ............................................................ 24 Table 7. Sugary drink nutritional content by category in 2014 .......................................... 25 Table 8. Regular soda nutrition . 25 Table 9. Energy drinks and shots nutrition.......................................................... 26 Table 10. Fruit drink nutrition . 27 Table 11. Iced tea nutrition....................................................................... 28 Table 12. Sports drink nutrition . 28 Table 13. Flavored water nutrition . 29 Table 14. Nutritional content of children’s brands . 30 Table 15. Children’s drinks in 2011 and 2014 . 30 Table 16. Children’s versus other fruit drinks ..........................................................31 Table 17. Nutrition-related messages by category . .32 Table 18. Child features and promotions on product packages by category .................................34 Table 19. Advertising spending by category and medium in 2013........................................ 38 Table 20. Brands with spending increases of $5 million or more in 2013 versus 2010......................... 42 Table 21. Brands with spending decreases of $5 million or more in 2013 versus 2010 . 42 Table 22. TV advertising exposure for children by sugary drink and energy drink category .....................44 Table 23. TV advertising exposure for teens by sugary drink and energy drink category .......................44 Table 24. TV advertising exposure for other drink categories .............................................45 Table 25. Child- and teen-targeted brands . 48 Table 26. Brand appearances on prime-time TV in 2010 and 2013 by drink category......................... 50 Table 27. Beverage brand appearances viewed by children and teens in 2010 and 2013 ......................51 Table 28. Websites with the highest compositions of child visitors ........................................ 56 Table 29. Websites with the highest compositions of teen visitors ........................................ 57 Table 30. Content of beverage company websites with the most youth visitors .............................. 58 Table 31. Monthly display ads on youth websites by category ........................................... 60 Table 32. Children’s websites with the most sugary drink display ads ..................................... 62 Table 33. Sugary drink display ads viewed on children’s websites........................................ 62 Table 34. Third-party youth and other websites with the most display ads in 2013 ............................63 Table 35. Brands with the most display ads on Facebook and YouTube in 2013 ..............................64 Table 36. Measures of engagement for the top-ten Twitter accounts . 70 Sugary Drink FACTS iv Table 37. Ten most-viewed YouTube channels in 2014 ..................................................71 Table 38. Followers for the top-ten Instagram accounts . 72 Table 39. Followers for the top-ten Vine accounts......................................................73 Table 40. Smartphone applications for sugary drink and energy drink brands .............................. 76 Table 41. Advertising spending on Spanish-language TV by brand........................................81 Table 42. Black youth exposure to TV advertising by drink category in 2013................................ 83 Table 43. Brands with the highest black to white targeted ratios in 2013 ................................... 83 Table 44. Hispanic youth visitors to beverage company websites ........................................ 85 Table 45. Black youth visitors to beverage company websites........................................... 86 Ranking Tables 1. Nutritional content of beverages ...............................................................102 2. On-package ingredient claims and child features..................................................107 3. Advertising spending .........................................................................110 4. TV advertising exposure for children .............................................................113 5. TV advertising exposure for teens ...............................................................115
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