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Evaluating Sugary Drink Nutrition and Marketing to Youth Evaluating Sugary Drink Nutrition and Marketing to Youth Jennifer L. Harris, Ph.D., M.B.A. Marlene B. Schwartz, Ph.D. Kelly D. Brownell, Ph.D. Methods Sugary Drink FACTS: Evaluating Sugary Drink Nutrition and Marketing to Youth Authors: Jennifer L. Harris, PhD, MBA Marlene B. Schwartz, PhD Kelly D. Brownell, PhD Johanna Javadizadeh, MBA Megan Weinberg, MA Vishnudas Sarda, MBBS, MPH Christina Munsell, MS, RD Carol Shin, MBA Fran Fleming Milici, PhD Amy Ustjanauskas Renee Gross Sarah Speers Andrew Cheyne, CPhil Lori Dorfman, DrPH Priscilla Gonzalez, MPH Pamela Mejia, MS, MPH Rudd Center for Food Policy and Obesity October, 2011 Acknowledgements We would like to thank the following people for their valuable assistance in collecting data: Susannah Albert-Chandhok Ryan Gebhard Darina Nghiem Josh Baker Eliza Gombert Eunie Park Kate Barnett Jay Imus Angel Reese Kelly Barrett Heather Kaplan Hannah Sheehy Casey Carden Carly Litzenberger Jennifer Shin Robert Dowding Benjamin Lovell Ashita Soni Ashley Firth, MA Lisa Martinez, MPH Kate Stearns We would also like to thank our steering committee and other advisors: Doug Blanke, JD Dale Kunkel, PhD Mary Story, PhD, RD Frank Chaloupka, PhD Tim Lobstein, PhD Stephen Teret, JD, MPH Thomas Farley, MD, MPH Susan T. Mayne, PhD Ellen Wartella, PhD Sonya A Grier, PhD, MBA C. Tracy Orleans, PhD James G. Webster, PhD Corinna Hawkes, PhD Lisa M. Powell, PhD Walter Willett, MD, DrPH Shiriki Kumanyika, PhD, MPH Amelie Ramirez, DrPH Jerome D. Williams, PhD Thank you to our colleagues at the Rudd Center, especially Andrea Wilson, Megan Orciari, and Tricia Wynne We thank Cavich Creative, LLC, and Chris Lenz for their assistance in preparing the manuscript and website. Finally, we thank the leadership and staff at the Robert Wood Johnson Foundation, with special thanks to the Childhood Obesity Team. Support for this project was provided by grants from the Robert Wood Johnson Foundation and the Rudd Foundation. Table of Contents List of Tables...................................................................................iv Ranking Tables .................................................................................v Appendix Tables ................................................................................v List of Figures . .vi Executive Summary ............................................................................ 8 Introduction ...................................................................................14 Methods ....................................................................................... 19 Scope of the analysis ............................................................................19 Sugary drink products ..........................................................................20 Marketing in traditional media ....................................................................22 Internet and other digital media ..................................................................26 In-store marketing.............................................................................. 31 Results ........................................................................................33 Sugary drink market ............................................................................33 Sugary drink products..........................................................................33 Sugary drink nutritional content ..................................................................37 New product introductions ......................................................................42 Marketing in traditional media ....................................................................44 Advertising spending ..........................................................................44 TV advertising exposure ........................................................................50 Content analysis of TV advertisements.............................................................54 Product placements on TV ......................................................................62 Radio advertising exposure .....................................................................64 Ethnic and racial targeting ......................................................................65 Internet and other digital media ..................................................................70 Company websites ............................................................................70 Banner advertising on third-party websites .........................................................82 Social media marketing.........................................................................87 Mobile marketing..............................................................................96 Summary of youth-directed advertising ............................................................101 In-store marketing............................................................................. 104 On-package marketing messages ............................................................... 104 Retailer promotions ...........................................................................107 Conclusions . .110 Endnotes ......................................................................................118 Ranking Tables................................................................................124 Appendices................................................................................... 149 A. Nutrition and ingredient information ............................................................149 B. New product introductions ................................................................... 167 C. Advertising spending and TV GRPs ............................................................188 D. TV advertising and YouTube content analysis ....................................................200 E. Internet advertising content analyses ..........................................................218 Sugary Drink FACTS iii List of Tables Table 1. Why sugary drinks? . .14 Table 2. Products and brands by sugary drink category . .34 Table 3. Products and brands by parent company and category.........................................34 Table 4. Children’s brands and varieties . 35 Table 5. Sales of sugary drink and energy drink brands across food, mass merchandiser, drug and convenience stores in 2010 ...............................................................36 Table 6. Sales by category, subcategory, and flavor for brands in our analysis: 2010 .........................36 Table 7. Sugar and calorie content of sugary drinks by category.........................................37 Table 8. Products with only one single-serving size .................................................. 38 Table 9. Additional nutrition information by category ..................................................39 Table 10. Children’s products compared to other sugary drink products ................................... 40 Table 11. Total advertising spending by sugary drink category in 2010 .....................................45 Table 12. Total advertising spending for other beverage categories in 2010 . .45 Table 13. Youth vs. adult exposure to TV advertising for sugary drinks and energy drinks in 2010 ................51 Table 14. Youth vs. adult exposure to TV advertising for other beverage categories in 2010.....................51 Table 15. Sponsorship advertisements on local TV.....................................................61 Table 16. Brand appearances on prime-time TV by beverage category in 2010 ............................. 62 Table 17. Total screen time for appearances by brand ..................................................63 Table 18. Radio advertising exposure by category in 2010 ..............................................64 Table 19. Black youth exposure to TV advertising for sugary drinks, energy drinks, and other beverage categories in 2010 . 65 Table 20. Brands with the highest black-to-white targeted ratios for TV ad exposure in 2010 ................... 66 Table 21. Advertising exposure on Spanish-language radio by category in 2010 ............................ 68 Table 22. Websites with high child composition indices in 2010...........................................71 Table 23. Websites with high teen composition indices in 2010 ...........................................71 Table 24. Websites promoting children’s brands ranked by level of engagement ............................ 74 Table 25. Soda websites for products and company-sponsored promotions ranked by level of engagement ...... 75 Table 26. Energy drink websites ranked by level of engagement......................................... 78 Table 27. Other sugary drink websites ranked by level of engagement ....................................80 Table 28. Websites with disproportionate numbers of black youth visitors in 2010 ............................81 Table 29. Black targeting on sugary drink and energy drink websites ......................................81 Table 30. Hispanic targeting on sugary drink and energy drink websites .................................. 82 Table 31. Proportion of banner advertisements viewed on youth websites.................................. 83 Table 32. Frequency of posts and engagement devices on Facebook . 88 Table 33. Frequency of posts and engagement devices on Twitter . 91 Table 34. Top products or promotions mentioned in tweets . 92 Table 35. YouTube videos for sugary drink and energy drink brands uploaded in 2010 ........................93
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