Table 4.

Mean rates of use of brand benefit claims.

Brand Benefit Claim	Claims Per Channel-Hour (Rate) (SD)
	Healthy	Unhealthy	p-Value
Sensory-based characteristic (taste, texture, appearance, aroma)	0.8 (1.1)	2.3 (2.0)	<0.001
New brand development	0.3 (0.6)	1.1 (1.4)	<0.001
Suggested use (great for lunchboxes)	0.4 (0.7)	0.5 (0.8)	0.358
Suggested users are children or the whole family	0.7 (1.1)	2.1 (1.9)	<0.001
Emotive claims (fun, feelings, popularity)	0.4 (0.8)	2.0 (1.8)	<0.001
Puffery (claiming to be advantageous over other products)	0.4 (0.7)	0.8 (1.1)	<0.001
Convenience (ready to eat)	0.1 (0.3)	0.6 (1.0)	<0.001
Price (cheap)	0.1 (0.3)	0.8 (1.2)	<0.001
Total rate	3.1 (4.6)	10.1 (9.0)	<0.001

Legend: Mean number of brand benefit claims per channel per hour by food category and SD. The p-value resulted from testing if a difference existed between healthy and unhealthy ads in the proportion of ads with this feature.