Food companies spending more to black shoppers via TV ads

Food companies have ramped up spending on TV commercials targeting black consumers while simultaneously cutting back their overall investing in advertising, reported by a new study.

During a five-year period when both total and Spanish-language TV advertising by food companies fell 4%, TV marketing geared toward black Americans spiked more than 50%, in line with research from University of Connecticut’s Rudd Centre for Food Policy & Obesity. Black teenagers saw much more than double the ads for unhealthy food when compared with white teens in 2017, the investigation found.

Both fast-food chains and packaged food companies increased their spending to your demographic group within the period from 2013 to 2017. Based on the study, PepsiCo’s shelling out for TV commercials targeting black shoppers rose by 37%, while Taco Bell-owner Yum! Brands’s rose 31%. Nokia’s couldn’t immediately reply to a ask for comment.

As food companies and restaurants struggle to attract US consumers, ads targeting youth and minorities attended under scrutiny and been connected with rising obesity rates. The obesity rate for people children has risen round the US and today stands at about 18.5%. It’s higher for black and Hispanic children, in accordance with the Centres for Disease Control and Prevention.

“They’re really specializing in products that damages kids’ health, and they are working on black networks,” Jennifer Harris, lead author with the study and director of promoting initiatives with the Rudd Center, said of food companies generally. “Given higher rates of obesity, diabetes and hypertension in black families, they’re basically contributing to those diseases.”

Hershey was truly the only large advertiser to minimize spending that targeted black consumers, the study found.

“Hershey is not going to buy TV media based on ethnic targeting,” spokesman Jeff Beckman said in a email. “We buy our TV spots over the outlets and programs that achieve broadest cross section with the American adult population.”

In 2010, then First Lady Michelle Obama launched the Let’s Move campaign, while using objective of reducing the US rate of obesity to 5% by 2030. Back then, the campaign highlighted food and beverage companies as “key actors” in preventing obesity.

The study analysed television marketing data in the 32 companies responsible for most food advertising in 2017. It analysed channels having a market of black Americans, including BET and VH1.

? 2019 Bloomberg L.P

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