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Table 4 Exposure to food products advertised on 36 stations in Toronto by marketing techniques in 2019

From: Differences in child and adolescent exposure to unhealthy food and beverage advertising on television in a self-regulatory environment

Marketing techniques

Freq (%)

Ads/person/year

Children

Ads/ person /yr

Adolescents

Ads/ person /yr

Absolute difference

Children vs. adolescents

Relative difference

%

Child actor

339,343 (20.3)

330.2

442.8

112.6

34.1%

Child-appealing product

506,107 (30.3)

486.4

664.3

177.9

36.6%

Child-appealing characters

344,919 (20.6)

367.5

500.0

132.5

36.1%

Child language

93,567 (5.6)

107.6

150.3

42.7

39.7%

Child-appealing special effects

426,094 (25.5)

432.1

586.6

154.5

35.8%

Child themes

230,821 (13.8)

247.9

335.3

87.4

35.3%

Use of spokes-characters

323,490 (19.4)

339.9

462.8

122.9

36.2%

Use of licensed characters

10,138 (0.6)

9.9

12.9

3.0

30.3%

Cross-promotions

53,760 (3.2)

52.6

72.1

19.5

37.1%

Child incentives

18,615 (1.1)

18.6

24.1

5.5

29.6%

Adolescent actor

229,355 (13.7)

223.7

302.0

78.3

35.0%

Adolescent language

37,575 (2.2)

49.3

71.2

21.9

44.4%

Adolescent music

30,280 (1.8)

43.8

62.2

18.4

42.0%

Adolescent themes

306,385 (18.3)

304.4

415.0

110.6

36.3%

Adolescent incentives

5289 (0.3)

6.9

8.1

1.2

17.4%

Adolescent humour

33,527 (2.0)

43.4

62.8

19.4

44.7%

Contest/sweepstakes

59,618 (3.6)

63.6

81.0

17.4

27.4%

Celebrity endorsement

77,925 (4.7)

83.5

110.5

27.0

32.3%

Parent-child situations

316,086 (18.9)

281.5

371.5

90.0

32.0%

Health appeal

538,910 (32.3)

526.7

720.4

193.7

36.8%

Price promotion

353,754 (21.2)

331.6

461.9

130.3

39.3%

Call to action

579,213 (34.7)

547.1

764.0

216.9

39.6%

  1. Source: Numerator, 2019. Analysis based on the 57 selected food categories