News

Study finds QSR kid-targeted advertising outpacing food

July 7, 2010

New research by the University of Illinois at Chicago reveals that quick-service advertising aimed at children has outpaced that for cereal and other foods based on data from Nielsen Media Research for 2003, 2005 and 2007, according to a blog in the Los Angeles Times.

The study also found that more kid-targeted advertising is focusing on healthier food items overall, but the researchers were troubled by such trends as the increase in racial targeting. The researchers plan to extend the study to include 2009 data as well as monitor the nutritional contents of products advertised to children.

That research may find that at least one chain has pulled back on its marketing to children. Crain's Chicago Business reports that McDonald's has cut its kid-targeted advertising as it focuses more on its beverage platform, including its McCafe offerings.

From the story:

McDonald's U.S. television spending increased more than 11% to $594 million last year, but advertising during children's programming fell 13% to $7.2 million, according to New York-based Kantar Media. For the first three months of 2010, McDonald's total TV advertising increased 30% to $159 million and advertising during children's programming fell 23% to $1.8 million. The portion of the TV budget spent on children's programming fell from 15% in 2008 to around 11% for the first three months of 2010.