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Media MattersMedia Matters

Christine Wood, M.D.Coalition on Children & Weight,

Chairperson Education and Outreach

Pediatrician, Authorwww.kidseatgreat.com

Christine Wood, M.D.Coalition on Children & Weight,

Chairperson Education and Outreach

Pediatrician, Authorwww.kidseatgreat.com

“TopicTopic””Presented by

Presenters name, title

Media MattersChristine Wood, MD

I have nothing to discloseI have nothing to disclose

Time on Media 2005Time on Media 2005

• 69% of 6-14 year olds have TV in bedroom

• Children 6-11 years old watch 23 hours TV a week = 3 ½ hours a day

• Ages 8-18 6 ½ hours a day of electronic media and up to 8 ½ hours a day with “media multitasking”

Kaiser Family Foundation

• 69% of 6-14 year olds have TV in bedroom

• Children 6-11 years old watch 23 hours TV a week = 3 ½ hours a day

• Ages 8-18 6 ½ hours a day of electronic media and up to 8 ½ hours a day with “media multitasking”

Kaiser Family Foundation

Why Media MattersWhy Media Matters

Health Concerns Related to Media Use:• Violent and aggressive behavior• Tobacco, alcohol and other drugs• Early and risky sexual behavior• Poor body image and self-concept• Poor nutrition, unhealthy dieting, obesity

Health Concerns Related to Media Use:• Violent and aggressive behavior• Tobacco, alcohol and other drugs• Early and risky sexual behavior• Poor body image and self-concept• Poor nutrition, unhealthy dieting, obesity

Cradle to Grave Marketing

$15 billion spent in 2002 on marketing & promotions to children by food and drink industry – doubled in last 10 years (www.cspinet.org)

Average child sees 55 commercials/day = 20,000 commercials a year

2/3 advertise food

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Building lifetime consumers…Building lifetime consumers…

• Children 6-19 years of age influence $485 billion in purchase decisions in 1999

• Key goal of marketing is to shape their food preferences and build lifetime loyalty

• Children 6-19 years of age influence $485 billion in purchase decisions in 1999

• Key goal of marketing is to shape their food preferences and build lifetime loyalty

Purchasing Power of Kids 4-12Purchasing Power of Kids 4-12

10%$2.3Other

6%$1.3Video Arcades

8%$2.0Movies/Sports

15%$3.6Clothing

28%$6.5Toys

33%$7.7Food/Beverage

PercentSpending (billions $)

Category

McNeal, 1998

MarketingU.S. government’s entire budget for

nutrition educationIs 1/5 the advertising budget for…

Altoids

U.S. government’s entire budget for nutrition education

Is 1/5 the advertising budget for…Altoids

What Do You See in Marketing Messages?What Do You See in Marketing Messages?

Ad for Chocolate Pop-Tarts inSports Illustrated For KidsOctober 2001

Nestle Crunch ad inEntertainment WeeklySeptember 7, 2001

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Counting BooksCounting Books

Movies & Product PlacementMovies & Product Placement

• Starbuck’s• Burger King• Baskin

Robbins• Godiva

• Starbuck’s• Burger King• Baskin

Robbins• Godiva

Food/Beverage WebsitesFood/Beverage Websites

• Games• Contests with prizes• Kids Clubs• Newsletters• Digital TV

• Games• Contests with prizes• Kids Clubs• Newsletters• Digital TV

Advertising IntentAdvertising Intent

• Children under 5 cannot distinguish between TV programming and advertisements

• Children under the age of 8 cannot understand the persuasive intent and biased nature of advertising

• Children under 5 cannot distinguish between TV programming and advertisements

• Children under the age of 8 cannot understand the persuasive intent and biased nature of advertising

The Pester FactorThe Pester Factor

• Marketing studies are directed on how to get kids to “pester” a parent/caretaker for a product

• How many times does the “pester” take to cave into the purchase

• Marketing studies are directed on how to get kids to “pester” a parent/caretaker for a product

• How many times does the “pester” take to cave into the purchase

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Kids Win Most of the Time…Kids Win Most of the Time…

• 85% parents bought cereal• 60% parents bought snack• 40% parents bought candies

That their kids requested

• 85% parents bought cereal• 60% parents bought snack• 40% parents bought candies

That their kids requested

Viral Marketing = Word of MouthViral Marketing = Word of Mouth• 67% of US consumer goods sales are influenced by word of mouth

• Train and pay kids to market to their peers in their community

• Internet-based

• 67% of US consumer goods sales are influenced by word of mouth

• Train and pay kids to market to their peers in their community

• Internet-based

Honeycomb cereal adfrom Cosmo Girl magazine November 2001

What Pediatricians Can Do• Become familiar with AAP policy statements on

media and other related literature and it’s effects on youth (Media Matters area of AAP Web site).

• Find ways to use media education in the office. • Be good role models (no TV in the waiting room,

have a variety of quality reading materials available).

• Subscribe to the Media Matters Listserv to discuss media-related issues with your peers.

• Become advocates and collaborate with local or national groups.

What Pediatricians Can Do• Become familiar with AAP policy statements on

media and other related literature and it’s effects on youth (Media Matters area of AAP Web site).

• Find ways to use media education in the office. • Be good role models (no TV in the waiting room,

have a variety of quality reading materials available).

• Subscribe to the Media Matters Listserv to discuss media-related issues with your peers.

• Become advocates and collaborate with local or national groups.

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The AAP’s Recommendations for ParentsThe AAP’s Recommendations for Parents

• Limit children’s screen time to 1-2 hours of quality programming a day.

• No television sets or computers with Internet access in their bedrooms.

• Television viewing for children younger than two years-old should be discouraged.

• Be familiar with the media your children consume: Watch TV and other media with your children and discuss the content.

• Encourage your children to seek other forms of entertainment, such as reading, sports, hobbies, and creative play.

• Limit children’s screen time to 1-2 hours of quality programming a day.

• No television sets or computers with Internet access in their bedrooms.

• Television viewing for children younger than two years-old should be discouraged.

• Be familiar with the media your children consume: Watch TV and other media with your children and discuss the content.

• Encourage your children to seek other forms of entertainment, such as reading, sports, hobbies, and creative play.

Two Basic Questions ??????Two Basic Questions ??????

• How much screen time do your kids spend per day?

• Is there a TV set or Internet connection in your child’s bedroom?

• How much screen time do your kids spend per day?

• Is there a TV set or Internet connection in your child’s bedroom?

Have parents make a media budget

Have parents make a media budget

The Electronic BabysitterThe Electronic Babysitter

Marketing Health in Our Community

Marketing Health in Our Community

Objective:

Help prevent childhood obesity with a program designed to get families and children active each summer!. KyXyKyXy will encourage families to eat healthy and get active offering healthy alternatives and fun activities for children to participate with their families in the summer of 2006.

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KyXyKyXy promoted this on-air, in 90 San Diego County Parks and Recreation Centers, in 637 San Diego County Schools and online where we directed listeners to a challenge (The Get Fit and Thrive Challenge) Listeners were encouraged to get active with their kids and eat healthy in order to be rewarded with various prizes. Each child that sent in a completed Get Fit and Get Fit and Thrive Challenge CardThrive Challenge Card with the necessary proof of performance attached received a FREEchild admission to LEGOLAND and was entered to win a grand prize family getaway to Hawaiicourtesy of Apple Vacations!

Local business sponsors partnered with us to be tied to this important issue, and to help encourage listeners, in a fun and interactive format to learn more and get involved with our sponsors healthy products and services.

Fall Marketing Campaign

August 1, 2006 – November 19, 2006

Campaign Concept:Campaign Concept:Through an integrated in-school program, KYXY and KLNV/KLQV will challenge San Diego Kids to write a thirty-second (:30) radio announcement in a PSA format. (Contest specifics may vary on Spanish Language Radio) Scripts will be submitted to KYXY, KLNV & KLQV for judging.

Two children, one English Speaking and one Spanish dominant will be selected from semi-finalists and will win “talent contracts” to star in their very own produced PSA which will air on KyXy 96.5 and in Spanish KLNV La Nueva 106.5 FM.

The theme of the commercial must be “How You Treat Yourself W-R-I-T-E” (right) in terms of health and physical fitness.

The program will launch (August 1) with in-school posters, memos and letters encouraging teachers to incorporate the program into their classroom curriculum.

On-Air support and Website exposure will begin September 4, 2006 with a campaign encouraging listeners to download a “registration form” and write a commercial / PSA about “Treating Yourself W-R-I-T-E.” We will promote this on-air for the entire month of September. The deadline for entries will be October 5, 2006.