Transcript W10 Obesity Part 2

OBESITY – PART 2
Film

http://www.snagfilms.com/films/title/peter_jenning
s_reporting_how_to_get_fat_without_really_trying
/
Food & Advertising

“Children view an average of 3 ½ hours of
television commercials per week, and each year
they spend the equivalent of a week watching TV
ads.”
(CSPI, 2003)
 About
half of these ads are for food.
TV Advertising for Food vs. Public Service
Announcements for Fitness or Nutrition, 2005
Average number of food ads and PSAs on fitness or nutrition seen
by children per year by age:
Food ads
Age
2-7
Age
8-12
Age
13-17
PSAs on fitness
or nutrition
4,400 per year
164 per year
7,600 per year
158 per year
6,000 per year
47 per year
SOURCE: Kaiser Family Foundation, Food for Thought: Television Food Advertising to Children in the United States, March 2007.
Distribution of Types of Food in TV Advertising
Targeted to Children or Teens, 2005
Among all food ads targeted to children or teens, percent that are for:
Breads and pastries 2%
Fruit juices 1%
Dairy
Prepared foods
Dine-in restaurants
Sodas & soft drinks
Fast food
4%
4%
Candy and snacks
7%
34%
9%
10%
28%
Sugared cereal
SOURCE: Kaiser Family Foundation, Food for Thought: Television Food Advertising to Children in the United States, March 2007.
Food Advertising

CSPI, 2003
Advertising budgets:
Program / Company
Budget (millions)
NCI – 5 A Day Program
$3.5
CDC – Nutrition & PE
$34
USDA – Team Nutrition
$10
McDonald’s
$665
M&M’s
$74
Coca-Cola & Diet Coke
$209
Kellogg cereals
$284
Direct Advertising & Beyond

Advertising goes beyond commericals
 Product
placement
 School sponsorship
 Contracts
 Fundraising
 Channel
One
 Contests / Coupons / Incentives
Junk Food in Schools

“74% of middle schools and 98% of senior high
schools have vending machines.”
(CSPI, 2004)

Who regulates this?
 The

USDA’s role
Competitive foods in schools
Foods in Schools


What message are our kids getting by the types of
foods they can buy in school?
Financial impact of selling healthier foods in schools.
 Total
revenues increased