A Cross Category Analysis of Food Advertising Effects

Whilst food is the most heavily advertised product category, empirical research into food advertising effectiveness remains somewhat scarce. We analyze 1,022 food commercials and examine differences between food categories on the basis of liking, verified recall, gender, commercial length, media weight and frequency of exposure. Findings suggest that women like and recall food advertising more than men, pet foods; fats, oils and sugars; and condiments are the highest recalled and liked advertisements, and liking accounts for the most variance in recall, followed by ad length. Media weight, measured by flightings and gross rating points, appear to have little or no impact on food advertising recall. Implications are discussed, limitations noted and directions for future research offered.