F.T.C.: Children aren't seeing more food advertising

by FoodBusinessNews.net Staff
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WASHINGTON — While children are not seeing more food advertisements on television, the ads are more heavily concentrated on children’s programming, according to a report by the Federal Trade Commission. The report compares children’s exposure to advertising in 2004 with that in 1977.

Overall, the report found there are fewer paid advertisements and minutes of advertising, but children are seeing more promotional ads for other programming.

Ads promoting other television programs represented 28% of all television ads children saw, and food ads accounted for 22%. Children are exposed to about half of food advertising and a third of total television advertising they see from programs where the audience consists of at least 50% children. In addition to food ads, other categories of popular advertising included audio entertainment and games, toys and hobbies.

According to the report, children ages 2 to 11 in 2004 saw 25,600 total television ads with 18,300 of these being paid ads. The rest were primarily promotions for other television programming with some public service announcements. There were also 10,700 minutes of television ads with each ad averaging 25 seconds.

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