Table 4 Volume of advertisements, user engagement, product healthiness and marketing techniques on company YouTube channels for packaged food, fast food, and beverage brands
From: Unhealthy food and beverage marketing to children on digital platforms in Aotearoa, New Zealand
|  | Packaged food brands (n = 5) | Fast food brands (n = 5) | Beverage brands (n = 5) | Total |
|---|---|---|---|---|
Quantity and viewsa of videos | ||||
 Total number of videos on all channels, n | 30 | 22 | 20 | 72 |
  Number of videos per channel: median | 6 | 1 | 4 | 4.4 |
  mean | 6 | 4.4 | 4 | 4.8 |
  (range) | (0–13) | (0–13) | (0–9) | (0–13) |
 Number of videos per month per channel: median; | 0.5 | 0.1 | 0.3 | 0.4 |
  mean | 0.5 | 0.4 | 0.3 | 0.4 |
  number of viewsa per video: median; | 6335 | 7976 | 61,006 | 8909 |
  mean | 339,432 | 66,358 | 280,985 | 239,757 |
  standard deviation | ± 995,833 | ± 86,115 | ± 459,994 | ± 691,243 |
  (range) | (93–5,119,353) | (385–254,118) | (1256–1,870,052) | (93–5,119,353) |
Nutritional quality of food and/or beverage products in posts | ||||
 Videos containing a food and/or beverage product, n (%) | 30 (100%) | 8 (36%) | 18 (90%) | 56 (78%) |
 Food and/or beverage product videos (n (%)) classified as | ||||
  • MOH-Occasionalb | 25 (83%) | 8 (100%) | 18 (100%) | 51 (91%) |
  • WHO-EU Not permitted to be marketed to childrenc | 21 (70%) | 8 (100%) | 18 (100%) | 47 (84%) |
Use of persuasive marketing techniquesd in posts | ||||
 Videos with an activity for consumers, n (%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) |
Number (%) of videos with promotional strategiesd | ||||
 • Total | 6 (20%) | 16 (73%) | 7 (35%) | 29 (40%) |
 • Occasionalb | 4 (16%) | 4 (50%) | 7 (39%) | 15 (29%) |
 • Not permitted to be marketed to childrenc | 2 (9.5%) | 4 (50%) | 7 (39%) | 13 (28%) |
Number (%) of videos with premium offers4 | ||||
 • Total | 3 (10%) | 3 (14%) | 0 (0%) | 6 (8%) |
 • Occasionalb | 3 (12%) | 3 (38%) | 0 (0%) | 6 (12%) |
 • Not permitted to be marketed to childrenc | 3 (14%) | 3 (38%) | 0 (0%) | 6 (13%) |