Children saw 25 percent fewer food, beverage and restaurant ads during kids’ shows in 2007 than they did in 2004, according to a Georgetown Economic Services (GES) study based on Nielsen Media Research ratings, commissioned by the Grocery Manufacturers Association (GMA) and the Association of National Advertisers (ANA). Released on the eve of a Senate hearing on food marketing to kids, the study found the biggest decline from 2004 was in ads for candy and soft drinks in shows targeted toward kids 2-11. The study concluded that there were 99 percent fewer ads for diet soft drinks; a 98 percent decrease in ads for cookies, candy and snacks; and 97 percent fewer ads for soft drinks. By contrast, there was a 400 percent increase in ads for fruit and vegetables on kids’ TV and a 135 percent increase in ads for fruit and vegetable juices. “The food and beverage industry has been working with policymakers, non-governmental organizations, parents, advertisers and other stakeholders in recent years to restructure its marketing practices to promote nutritious choices and promote a healthier lifestyle,” said GMA interim president and CEO Manly Molpus. “While there is more work to be done, the GES report showcases the fact that industry’s commitment, combined with voluntary marketing changes, is working.Grocery Manufacturers Association Association of National Advertisers
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