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Monitoring and evaluating Monitoring and evaluating food industry progress
Jennifer L. Harris Institute of Medicine Workshop
November 5, 2012
Independent researchBenefits• Transparent, rigorous methods• Name names• 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
12-1712-17
2-11
Nielsen 2012
Improving children’s diet?
Two-thirds of our spend is on light or low-calorie products
Coca-Cola 5/5/2011
Coca-Cola media spending (2010)
Regular soda All other products
Advertised brands
7 brands:Coca-Cola, Sprite, Fanta, Mello Yello,
27 brands: Coca-Cola Zero, Diet Coke, Diet Sprite Dasani, SmartWaterHonest Tea, Nestea
Nielsen 2011
Mello Yello, Vault, Lift, Fresca
Honest Tea, NesteaMinute Maid, Odwalla, SimplyPropel, SoBe, VitaminWaterPowerade, Full Throttle, NOS
Media spending $151.0 mill (43%) $202.2 mill (57%)
- top brand $131.3 mill (Coke) $ 46.7 mill (Coke Zero)
- avg per brand $ 21.6 mill $ 7.5 mill
Coca-Cola media spending (2010)
Regular soda All other products
Advertised brands
7 brands:Coca-Cola, Sprite, Fanta, Mello Yello,
27 brands: Coca-Cola Zero, Diet Coke, Diet Sprite Dasani, SmartWaterHonest Tea, Nestea
Nielsen 2011
Mello Yello, Vault, Lift, Fresca
Honest Tea, NesteaMinute Maid, Odwalla, SimplyPropel, SoBe, VitaminWaterPowerade, Full Throttle, NOS
+ “brand” ads (e.g., Coke Rewards)
Media spending $151.0 mill (37%) $260.9 mill (63%)
Improving children’s diet
• Reduced exposure to marketing for calorie-dense nutrient-poor foods– All media– 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 progressQuantity
Traditional media • Media spending*
• TV ad exposure*
• Radio ad exposure*
• TV product placements*• TV product placements*
Digital media • Website traffic*
• Banner ad impressions*
• Social media fans
• Mobile traffic*
Other marketing • In stores: shelf space, promotions
• In restaurants: signs, menu boards
*Syndicated data sources: Nielsen, comScore, Arbitron
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 millPostopia 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 HonorBeverage Giant Earns Top Honor
Advertising Age, Nov 2011
No child-directed adsCoca-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 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 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 place-ments Radio
Companywebsites
Banner ads
Social media Mobile
Coca-Cola
Gatorade
Dr PepperDr Pepper
Kool-Aid
Capri Sun
Pepsi
Mountain Dew
Sunny D
www.sugarydrinkfacts.org
Product placements
• 730 appearances on 429 telecasts• 14.4 seconds
Company websitesVisitors per month
2-11 years 12-17 yearsMinutes
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 1.8MyCoke.com 6,200 28,400 1.8
Banner ads on 3rd-party websitesUnique viewers
per monthAds placed on
youth websitesAd views per
month
My Coke Rewards 38 million 19% 479 million
Coca-Cola Classic 20 million 15% 113 million
Coca-Cola products 25% 280 millionCoca-Cola products 25% 280 million
Social media• 30 million Facebook fans
#1 brand on Facebook
• 300,000 Twitter followers• 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 393 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 39 133 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 parentsKey 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 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 FoundationJohnson 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 adultsthan those marketed to adults
Visitors to advergame sites• High visitation, but lower time spent• Increased focus on single-brand sites
Per month: Avg child visitors Avg minutesBanner ad
impressionsPer 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 cerealKrave 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– Adolescents saw 10.6, adults saw 4.9– 70% aired on Nickelodeon and Cartoon Network
• 38,000 children (6-14 yrs) visited Krave’sFacebook page– 24% of total visitors– QR code on packages
Nutrition quality• 13 of 16 child-targeted brands improved
2006 2009 2012
