Table 3.
Marketing strategies in ads aired on Chilean television, according to presence or absence of HEFSS food or beverage products, during two random composite weeks across April–May 2016 from the four broadcast and four cable channels with the largest youth audiences
| Marketing strategy | HEFSS ads (n 2147; %) | Non-HEFSS ads (n 4104; %) | P value |
|---|---|---|---|
| Regulated strategies | |||
| Presence of children | |||
| Presence of a child | 40·7 | 26·1 | ≤0·001 |
| Child as main actor | 65·2 | 34·8 | ≤0·001 |
| Child interacting with food | 33·4 | 17·9 | ≤0·001 |
| Child dressed up in a costume | 8·8 | 2·6 | ≤0·001 |
| Child voices or jingles | 26·8 | 17·0 | ≤0·001 |
| Animated characters | |||
| Animated animals | 8·2 | 17·5 | ≤0·001 |
| Animated child/figure/product | 34·4 | 22·5 | ≤0·001 |
| Licensed characters | 2·5 | 0·5 | ≤0·001 |
| Celebrities | |||
| Celebrities | 12·3 | 15·9 | ≤0·001 |
| Athletes | 2·1 | 5·9 | ≤0·001 |
| Promotional gifts or incentives | |||
| Gifts and giveaway | 0·5 | 1·5 | ≤0·01 |
| Prize/contests | 10·9 | 1·5 | ≤0·001 |
| Interactive games | 2·5 | 0·4 | ≤0·001 |
| Childhood life references | |||
| Child daily situations (school/day care/playground) | 24·9 | 11·2 | ≤0·001 |
| Popular words (e.g. ‘cool’) | 5·1 | 4·3 | >0·05 |
| Fantasy | 16·6 | 3·4 | ≤0·001 |
| Presence of at least one regulated strategy | 74·2 | 70·7 | ≤0·01 |
| Non-regulated strategies | |||
| General appeals | |||
| Happiness/entertainment | 15·5 | 12·0 | ≤0·001 |
| Taste/smell/texture | 24·3 | 28·0 | ≤0·01 |
| Nutrition/health/weight control | 7·7 | 13·3 | ≤0·001 |
| Sex/romance | 5·8 | 5·1 | >0·05 |
| Deregulated consumption | 7·1 | 1·0 | ≤0·001 |
| Sale promotions | 20·1 | 38·4 | ≤0·001 |
HEFSS, high in energy, saturated fats, sugars and/or salt.
Statistical comparisons are made within rows only and are between the proportion of HEFSS v. non-HEFSS ads, based on χ 2 tests of independence. Differences considered statistically significant based on Bonferroni correction of α = 0·002 based on twenty-two tests (twenty-two marketing strategies).