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Restaurant Advertising Expenditure Patterns in US Counties by Race, Ethnicity, and Income.

Briana Joy K Stephenson1, Sara N Bleich2, Dania V Francis3

  • 1Department of Biostatistics, Harvard T.H. Chan School of Public Health, Boston, MA, USA. bstephenson@hsph.harvard.edu.

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PubMed
Summary

Restaurant advertising spending is concentrated in urban, low-income areas and rural counties with high Black and Hispanic/Latino populations. This targets populations at higher risk for obesity, reflecting disparities in food marketing.

Keywords:
Advertising expenditureCounty-level demographicsRestaurant advertisingTargeted advertising

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Area of Science:

  • Public Health
  • Health Disparities
  • Food Marketing Analysis

Background:

  • Rising food-away-from-home expenditures and obesity disparities necessitate understanding food advertising's role.
  • Geographic and demographic targeting of food advertising requires detailed examination.

Purpose of the Study:

  • To analyze changes in U.S. restaurant advertising expenditure across counties based on income, race, and ethnicity.
  • To determine if low-income and high minority populations are disproportionately affected by advertising trends.

Main Methods:

  • Utilized expenditure and location data for top-100 U.S. restaurant chains and county-level demographics.
  • Categorized U.S. counties by population density and socio-demographics.
  • Employed quantile regression to analyze spending patterns and trends over time.

Main Results:

  • Fast food chains dominated advertising expenditures, primarily on television in high-density counties.
  • Advertising spending declined in high-income counties and those with low Black/Hispanic/Latino populations.
  • Rural counties with high minority populations and urban, low-income counties showed the highest expenditure rates.

Conclusions:

  • Restaurant advertising is disproportionately targeted towards populations at higher risk for obesity in both urban and rural settings.
  • Marketing strategies appear to concentrate advertising dollars in areas with specific socio-demographic characteristics linked to obesity risk.