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The prevalence and audience reach of food and beverage advertising on Chilean television according to marketing tactics and nutritional quality of products.
Public Health Nutr. 2019 04; 22(6):1113-1124.PH

Abstract

OBJECTIVE

In the light of Chile's comprehensive new restriction on unhealthy food marketing, we analyse food advertising on Chilean television prior to the first and final phases of implementation of the restriction.

DESIGN

Content analysis of marketing strategies of 6976 advertisements, based on products' nutritional quality. Statistical analysis of total and child audience reached using television ratings data.

SETTING

Advertising from television aired between 06.00 and 00.00 hours during two random composite weeks across April-May 2016 from the four broadcast and four cable channels with the largest youth audiences.

RESULTS

Food ads represented 16 % of all advertising; 34 % of food ads featured a product high in energy, saturated fats, sugars and/or salt (HEFSS), as defined by the initial regulation. HEFSS ads were seen by more children and contained more child-directed marketing strategies than ads without HEFSS foods. If HEFSS advertising was restricted only in programmes where 20 % are children aged 4-12 years, 31 % of children's and 8 % of the general audience's HEFSS advertising exposure would be reduced. The newest 06.00-22.00 hours restriction captures 80 % of all audience exposure.

CONCLUSIONS

HEFSS advertising was seen by a large proportion of children before Chile's regulation. Chile's first implementation based on audience composition should reduce a third of this exposure and its second restriction across the television day should eliminate most of the exposure. The current study is a crucial first step in evaluating how Chile's regulation efforts will impact children's diets and obesity prevalence.

Authors+Show Affiliations

1School of Communication,Diego Portales University,Santiago,Chile.2Institute of Nutrition and Food Technology,University of Chile,Santiago,Chile.3Carolina Population Center,University of North Carolina,Chapel Hill, NC,USA.5School of Media and Journalism,University of North Carolina,CB 3365, Chapel Hill, NC 27599-3365,USA.

Pub Type(s)

Journal Article
Research Support, N.I.H., Extramural
Research Support, Non-U.S. Gov't

Language

eng

PubMed ID

30486917

Citation

Correa, Teresa, et al. "The Prevalence and Audience Reach of Food and Beverage Advertising On Chilean Television According to Marketing Tactics and Nutritional Quality of Products." Public Health Nutrition, vol. 22, no. 6, 2019, pp. 1113-1124.
Correa T, Reyes M, Smith Taillie LP, et al. The prevalence and audience reach of food and beverage advertising on Chilean television according to marketing tactics and nutritional quality of products. Public Health Nutr. 2019;22(6):1113-1124.
Correa, T., Reyes, M., Smith Taillie, L. P., & Dillman Carpentier, F. R. (2019). The prevalence and audience reach of food and beverage advertising on Chilean television according to marketing tactics and nutritional quality of products. Public Health Nutrition, 22(6), 1113-1124. https://doi.org/10.1017/S1368980018003130
Correa T, et al. The Prevalence and Audience Reach of Food and Beverage Advertising On Chilean Television According to Marketing Tactics and Nutritional Quality of Products. Public Health Nutr. 2019;22(6):1113-1124. PubMed PMID: 30486917.
* Article titles in AMA citation format should be in sentence-case
TY - JOUR T1 - The prevalence and audience reach of food and beverage advertising on Chilean television according to marketing tactics and nutritional quality of products. AU - Correa,Teresa, AU - Reyes,Marcela, AU - Smith Taillie,Lindsey P, AU - Dillman Carpentier,Francesca R, Y1 - 2018/11/29/ PY - 2018/11/30/pubmed PY - 2020/5/12/medline PY - 2018/11/30/entrez KW - Advertising exposure KW - Child-directed marketing KW - Food advertising KW - Food marketing KW - Television SP - 1113 EP - 1124 JF - Public health nutrition JO - Public Health Nutr VL - 22 IS - 6 N2 - OBJECTIVE: In the light of Chile's comprehensive new restriction on unhealthy food marketing, we analyse food advertising on Chilean television prior to the first and final phases of implementation of the restriction. DESIGN: Content analysis of marketing strategies of 6976 advertisements, based on products' nutritional quality. Statistical analysis of total and child audience reached using television ratings data. SETTING: Advertising from television aired between 06.00 and 00.00 hours during two random composite weeks across April-May 2016 from the four broadcast and four cable channels with the largest youth audiences. RESULTS: Food ads represented 16 % of all advertising; 34 % of food ads featured a product high in energy, saturated fats, sugars and/or salt (HEFSS), as defined by the initial regulation. HEFSS ads were seen by more children and contained more child-directed marketing strategies than ads without HEFSS foods. If HEFSS advertising was restricted only in programmes where 20 % are children aged 4-12 years, 31 % of children's and 8 % of the general audience's HEFSS advertising exposure would be reduced. The newest 06.00-22.00 hours restriction captures 80 % of all audience exposure. CONCLUSIONS: HEFSS advertising was seen by a large proportion of children before Chile's regulation. Chile's first implementation based on audience composition should reduce a third of this exposure and its second restriction across the television day should eliminate most of the exposure. The current study is a crucial first step in evaluating how Chile's regulation efforts will impact children's diets and obesity prevalence. SN - 1475-2727 UR - https://www.unboundmedicine.com/medline/citation/30486917/The_prevalence_and_audience_reach_of_food_and_beverage_advertising_on_Chilean_television_according_to_marketing_tactics_and_nutritional_quality_of_products_ DB - PRIME DP - Unbound Medicine ER -