Patterns of Energy Drink Advertising Over US Television Networks

Abstract Objective To describe programming themes and the inclusion of adolescents in the base audience for television channels with high levels of energy drink advertising airtime. Design Secondary analysis of energy drink advertising airtime over US network and cable television channels (n = 139)...

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Bibliographic Details
Published in:Journal of nutrition education and behavior 2015-03, Vol.47 (2), p.120-126.e1
Main Authors: Emond, Jennifer A., PhD, Sargent, James D., MD, Gilbert-Diamond, Diane, ScD
Format: Article
Language:English
Subjects:
Adolescent
Adolescents
Advertising as Topic - statistics & numerical data
Audiences
Cable television industry
College Students
Energy
Energy Drinks
Female
Gastroenterology and Hepatology
Humans
Internal Medicine
Male
marketing
Media Literacy
Programming
Sports drinks
Target markets
Teenagers
Television
Television - economics
Television advertising
Television networks
Television programming
United States
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Summary:Abstract Objective To describe programming themes and the inclusion of adolescents in the base audience for television channels with high levels of energy drink advertising airtime. Design Secondary analysis of energy drink advertising airtime over US network and cable television channels (n = 139) from March, 2012 to February, 2013. Programming themes and the inclusion of adolescents in each channel's base audience were extracted from cable television trade reports. Main Outcome Measure Energy drink advertising airtime. Analysis Channels were ranked by airtime; programming themes and the inclusion of adolescents in the base audience were summarized for the 10 channels with the most airtime. Results Over the study year, 36,501 minutes (608 hours) were devoted to energy drink advertisements; the top 10 channels accounted for 46.5% of such airtime. Programming themes for the top 10 channels were music (n = 3), sports (n = 3), action-adventure lifestyle (n = 2), African American lifestyle (n = 1), and comedy (n = 1). MTV2 ranked first in airtime devoted to energy drink advertisements. Six of the 10 channels with the most airtime included adolescents aged 12–17 years in their base audience. Conclusions and Implications Energy drink manufacturers primarily advertise on channels that likely appeal to adolescents. Nutritionists may wish to consider energy drink media literacy when advising adolescents about energy drink consumption.
ISSN:1499-4046
1878-2620
1708-8259
DOI:10.1016/j.jneb.2014.11.005