Monitoring and evaluating food industry progress Jennifer L. Harris Institute of Medicine Workshop November 5, 2012
Independent research Benefits Transparent, rigorous methods Name names Objectives Identify marketing practices Monitor progress Encourage changes to improve the diet of children and adolescents
Improving children s diet? The number of food and beverage advertisements on children s television fell by 50% from 2004 to 2010 Grocery Manufacturers Association 5/2/2011
Total exposure to food ads 18-49 12-17 2-11 Nielsen 2012
Improving children s diet? Two-thirds of our spend is on light or lowcalorie products Coca-Cola 5/5/2011
Coca-Cola media spending (2010) Advertised brands Media spending Regular soda 7 brands: Coca-Cola, Sprite, Fanta, Mello Yello, Vault, Lift, Fresca All other products $151.0 mill (43%) $202.2 mill (57%) 27 brands: Coca-Cola Zero, Diet Coke, Diet Sprite Dasani, SmartWater Honest Tea, Nestea Minute Maid, Odwalla, Simply Propel, SoBe, VitaminWater Powerade, Full Throttle, NOS -top brand $131.3 mill (Coke) $ 46.7 mill (Coke Zero) -avg per brand $ 21.6 mill $ 7.5 mill Nielsen 2011
Coca-Cola media spending (2010) Advertised brands Regular soda 7 brands: Coca-Cola, Sprite, Fanta, Mello Yello, Vault, Lift, Fresca All other products 27 brands: Coca-Cola Zero, Diet Coke, Diet Sprite Dasani, SmartWater Honest Tea, Nestea Minute Maid, Odwalla, Simply Propel, SoBe, VitaminWater Powerade, Full Throttle, NOS Media spending $151.0 mill (37%) $260.9 mill (63%) + brand ads (e.g., Coke Rewards) Nielsen 2011
Improving children s diet Reduced exposure to marketing for calorie-dense nutrient-poor foods All media All forms of marketing All youth Promote foods that are desirable to market to children to encourage a healthful diet IWG (2011)
Monitoring progress Traditional media Digital media Other marketing Quantity Media spending* TV ad exposure* Radio ad exposure* TV product placements* Website traffic* Banner ad impressions* Social media fans Mobile traffic* In stores: shelf space, promotions In restaurants: signs, menu boards *Syndicated data sources: Nielsen, comscore, Arbitron
Cereal marketing: 2009-2012 www.cerealfacts.org
Reduced advergame exposure Discontinued Millsberry and Postopia Per month in 2008: Avg child visitors Avg minutes Banner ad impressions Millsberry 386,800 66.3 121.9 mill Postopia 154,400 30.4 2.2 mill
Reduced TV ads Children s exposure went down by 25% 1.8 per day
Cereal FACTS 2012 But does cereal company marketing now support better diets?
Nutrition quality Improved for 13 of 16 child-targeted brands Child-targeted products are still the least nutritious cereals Healthy
Child-targeted cereals: 2012
Innovative marketing Marketer of the Year: Coca-Cola Not Too Big or Too Staid to Innovate, Beverage Giant Earns Top Honor Advertising Age, Nov 2011
No child-directed ads Coca-Cola North America will not place any of our brands' marketing in television, radio and print programming that is primarily directed to children under the age of 12 and where the audience profile is higher than 35% of children under 12. Coca Cola North America, CFBAI restated pledge, October 2010
Establishing a relationship We can t afford not to talk to teens. You can t think, Teens already know us, and skip a couple of years. Every six years there s a new population of teens in the world. Senior VP, Coca-Cola, 2011
Sugary Drink FACTS (2011) TV ads Product placements Radio Company websites Banner ads Social media Mobile Coca-Cola Gatorade Dr Pepper Kool-Aid Capri Sun Pepsi Mountain Dew Sunny D www.sugarydrinkfacts.org
Product placements 730 appearances on 429 telecasts 14.4 seconds
Company websites Visitors per month 2-11 years 12-17 years Minutes per month MyCokeRewards.com 42,000 128,900 9.2 Coca-Cola.com 3,800 32,600 1.6 MyCoke.com 6,200 28,400 1.8
Banner ads on 3 rd -party websites Unique viewers per month Ads placed on youth websites Ad views per month My Coke Rewards 38 million 19% 479 million Coca-Cola Classic 20 million 15% 113 million Coca-Cola products 25% 280 million
Social media 30 million Facebook fans #1 brand on Facebook 300,000 Twitter followers 23 million YouTube upload views
Mobile apps Downloaded by 40,000 teens (25-40% of users)
Mobile advertising Banner ads: 61 sites over 7 months Text messages From My Coke Rewards, 3/4/11: Want to boost ur balance? It s easy to do. Enter 3 codes in the next 10 days and u ll get 20 Bonus Points on us. Reply HELP for help.
Total exposure to ads for top brands Teens 1 Coca-Cola Soda 100 2 Gatorade Sports drink 42 3 Dr Pepper Soda 39 4 Kool-Aid Fruit drink 38 5 Capri Sun Fruit drink 33 6 Pepsi Soda 25 7 Mountain Dew Soda 23 8 Sunny D Fruit drink 23
Total exposure to ads for top brands Teens Children 1 Coca-Cola Soda 100 72 2 Gatorade Sports drink 42 16 3 Dr Pepper Soda 39 13 4 Kool-Aid Fruit drink 38 45 5 Capri Sun Fruit drink 33 56 6 Pepsi Soda 25 15 7 Mountain Dew Soda 23 7 8 Sunny D Fruit drink 23 25
Supporting parents Key actors from food and beverage companies, to restaurants, food retailers, trade associations, the media, government and others all have an important role to play in creating a food marketing environment that supports, rather than undermines, the efforts of parents and other caregivers to encourage healthy eating among children and prevent obesity (2010) www.yaleruddcenter.org/marketingsurvey
Thank you! This work is funded by the Robert Wood Johnson Foundation and the Rudd Foundation For more information: www.yaleruddcenter.org/marketing
Cereal FACTS (2009) Most heavily marketed packaged food category to children Products marketed to children are less healthy than those marketed to adults
Visitors to advergame sites High visitation, but lower time spent Increased focus on single-brand sites Banner ad Per month: Avg child visitors Avg minutes impressions Millsberry (2008) 386,800 66.3 121.9 mill Postopia (2008) 154,400 30.4 2.2 mill FrootLoops 161,900 4.4 17.7 mill AppleJacks 116,200 4.7 9.5 mill CornPops 59,500 8.0 1.8 mill LuckyCharms 52,300 2.2 35.3 mill HoneyDefender 42,700 3.4 12.7 mill ReesesPuffs 29,300 4.6 15.9 mill
Krave cereal Krave is not approved for child-directed advertising. But from Jan-Mar, 2012: Children (2-11 yrs) saw 11.2 Krave TV ads Adolescents saw 10.6, adults saw 4.9 70% aired on Nickelodeon and Cartoon Network 38,000 children (6-14 yrs) visited Krave s Facebook page 24% of total visitors QR code on packages
Nutrition quality 13 of 16 child-targeted brands improved 2006 2009 2012