Beyond television commercials: Documenting the volume and scope of fast food marketing targeted to children and adolescents

Introduction: Young people view more television advertising for fast food than any other food category. Increasingly, fast food marketers supplement these ads with innovative, highly targeted marketing techniques with wide appeal to children and adolescents; however, these newer techniques have received little research attention. This presentation provides a comprehensive analysis of young people's exposure to a wide range of these commonly-used marketing techniques. Methods: We compiled data from syndicated media sources and field research to quantify exposure to television, radio, digital media, social media, mobile, and viral marketing for the largest fast food restaurants in the U.S. We compared exposure by age group and other demographic breakdowns. These data were supplemented with content analyses to assess the messages and food types commonly presented, including Spanish-language messages. Results: In 2009, the average child and adolescent viewed 1,300 and 1,700 fast food ads on TV (respectively), an increase of 20 to 35% versus 2004. Only 12 fast food chains generated 85% of this exposure, and these restaurants utilized a wide variety of integrated marketing techniques to maximize the effectiveness and reach of their messages to young people. Although some restaurants promoted healthier children's meal and healthy menu options, young people were exposed to significantly more messages promoting value meals and encouraging overconsumption. Discussion: Child and adolescent exposure to fast food marketing is increasing and restaurants are early adopters of innovative techniques that appeal to young consumers. The food marketing landscape cannot improve without significant reductions in all forms of fast food marketing.