lunes, julio 1

Informe: La publicidad de comida rápida se dirige principalmente a los jóvenes negros e hispanos

La industria de comida rápida de EE. UU. gasta alrededor de $ 5 mil millones al año en publicidad, y la mayoría de estas campañas están dirigidas a jóvenes negros e hispanos, según un informe publicado el jueves por el Centro Rudd para Políticas Alimentarias y Obesidad en el Universidad de Connecticut.

Para 2019, el gasto en publicidad de comida rápida en la televisión en español había aumentado en un 33% desde los niveles de 2012. Y los jóvenes negros en los Estados Unidos vieron un 75% más de anuncios de comida rápida que sus pares blancos, frente a una diferencia del 60% encontrada en 2012.

Tanto en la programación de televisión en español como en la dirigida a negros, los restaurantes anunciaban sus menús y ofertas de comidas de bajo costo y gran valor, con más frecuencia que en otros tipos de programación.

Y no se anunciaron elementos saludables del menú en la televisión en español, dijeron los investigadores.

Esta exposición frecuente al marketing de comida rápida aumenta las preferencias y el consumo de los jóvenes por la comida rápida, que suele ser alta en calorías, azúcar, grasa y sodio, dijeron.

«Las empresas ponen su dinero en publicidad y marketing detrás de los consumidores que creen que comprarán sus productos«, dijo a UPI la coautora del informe Jennifer Harris en una entrevista telefónica.

«Teóricamente, no es malo apuntar a las comunidades negras e hispanas con publicidad, pero si lo que les están vendiendo son productos realmente poco saludables que exacerban las disparidades de salud existentes en esas comunidades«, dijo Harris, asesor senior de investigación de marketing. iniciativas en el Centro Rudd.

Los niños y adolescentes negros e hispanos en los Estados Unidos tienen un mayor riesgo de diabetes tipo 2 y obesidad debido en parte a la falta de acceso a alimentos saludables, según los Centros para el Control y la Prevención de Enfermedades.

Esto se complica aún más porque más de un tercio de los niños en los Estados Unidos comen comida rápida en un día determinado, estiman los investigadores del Centro Rudd.

Aunque los restaurantes de comida rápida se han comprometido a introducir elementos de menú más saludables, estas políticas voluntarias han tenido poco efecto en las compras, sugieren estudios anteriores del centro.

Los patrones de compra de los niños a menudo reflejan los anuncios que ven, y la gran mayoría de los anuncios que ven los niños promocionan artículos de porciones más altas y menos saludables en sus menús habituales, dijeron los investigadores.

Para este informe, analizaron los datos de Nielsen de 2019 que cubren el gasto en publicidad y la exposición en publicidad televisiva de 274 restaurantes de comida rápida.

La revisión incluyó análisis detallados de los 27 principales anunciantes de comida rápida con el mayor gasto anual en publicidad dirigido a los niños, así como a los consumidores hispanos y negros en general.

Según los datos de Nielsen, los niños de 2 a 5 años vieron un promedio de 830 anuncios televisivos de comida rápida durante el transcurso del año, mientras que los niños de 6 a 11 años vieron 787 anuncios y los adolescentes de 12 a 17 años vieron 775.

Casi todos estos anuncios promocionaban elementos de menú regulares con calorías completas o los restaurantes en general, mientras que solo el 1% de ellos promocionaban elementos de menú más saludables de los restaurantes, dijeron los investigadores.

Además, el 10% de los anuncios vistos por los niños aparecieron durante la programación de televisión infantil, y menos del 10% de los anuncios promocionaban comidas para niños.

Muchos de los restaurantes promocionaron sus aplicaciones móviles o sitios web para pedidos digitales en los anuncios, dijeron los investigadores.

El gasto publicitario anual de la industria ha aumentado en más de $ 400 millones desde 2012, y la comida rápida ahora representa el 40% de todos los gastos de marketing de alimentos y bebidas dirigidos a niños y adolescentes de 2 a 17 años.

Como resultado de este aumento en el gasto, los niños y adolescentes ven, en promedio, más de dos anuncios de televisión de comida rápida por día.

«Las empresas gastan toneladas de dinero en investigación para saber cómo convencer a los jóvenes de que tienen que tener estos productos, que saben muy bien, por lo que es muy difícil combatir eso«, dijo Harris.

«Cuando hablamos con los padres, la mayoría no se da cuenta de cuánta publicidad está dirigida a sus hijos, así que si podemos crear conciencia de que los padres estarán más capacitados para plantear estos problemas a sus hijos«, dijo.

Por Agencia

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