Table 4.
Associations Between Targeted Marketing Ratios and Demographics of Followers of Popular Food/Beverage Brands (n=27), 2019
| Total TV spending (in $10 million) | p | Spanish-language TV spending (in $10 million) | p | Black:White targeted ratio (2–5 years)a | p | Black:White targeted ratio (6–11 years)a | p | Black:White targeted ratio (12–17 years)a | p | |
|---|---|---|---|---|---|---|---|---|---|---|
| Twitter (% followers) | ||||||||||
| White | 0.3 | 0.85 | — | — | −10.8 | 0.001b | −10.4 | 0.002b | −9.9 | <0.001b |
| Black | 0.3 | 0.65 | — | — | 9.0 | 0.002c | 8.4 | 0.004c | 8.0 | 0.001c |
| Hispanic | 0.1 | 0.29 | 0.002 | 0.45 | — | — | — | — | — | — |
| Instagram (% followers) | ||||||||||
| White | −1.1 | 0.38 | — | — | −15.4 | 0.004b | −15.2 | 0.002b | −14.2 | 0.001b |
| Black | 0.5 | 0.56 | — | — | 12.1 | 0.002c | 11.4 | 0.00c | 0.5 | <0.001c |
| Hispanic | 0.5 | 0.17 | 0.0005 | 0.88 | — | — | — | — | — | — |
a
The targeted ratios are calculated by dividing the ratio of TV ad exposure for Black youth versus White youth by the ratio of TV viewing times.
b
These findings show that a higher degree of racially targeted marketing (i.e., more TV ad exposure per TV viewing time) per brand was associated with disproportionately lower percentage of White followers per brand.
c
These findings show that a higher degree of racially targeted marketing (i.e., more TV ad exposure per TV viewing time) per brand was associated with a disproportionately higher percentage of Black followers per brand.