Nielsen Buzz Metrics will hold a (free?) webinar Friday, August 3, on the hot topic ofÂ advertising to children, aÂ subject that has taken on more currencyÂ owing to a combination of threatenedÂ congressional actionÂ and industry self-regulation (which I alluded to in a recent blog item).Â Â
Perhaps because their filters picked up my blog postings, I got anÂ e-mail alert that I have not, I hope, misinterpreted. The note said:
“As with many ‘choice’ issues, a sizeable contingent of consumers places the responsibility for healthy living on individuals (in this case parents), and does not believe restrictions are an appropriate or effective remedy. Most, however, believe food companies have at least partial accountability for kidsâ€™ health.”
The e-mailÂ invited any and all comers to register for a webinar Â (no price mentioned) “toÂ learn moreÂ more about this important topic join industry experts Max Kalehoff, VP of Marketing and David Wiesenfeld, Consultant, of Nielsen BuzzMetrics.”
Alas, when I clicked onÂ webinar registration form it wasÂ titled “CGM 101” and seemed to be onÂ the more general topic of how to benefit from consumer generated media. So maybe that the kid-ads controversy will be just a theme within the broader discussion of how to use CGM to advantage and/orÂ insulate a company’s reputation against bad buzz.
In any event kid-ads greatly interest me as a subset of my currentÂ fascinationÂ with the ethics of advertising and its effects on culture. The e-mail alert I got included the following graph, the numerical scale of which absolutely baffles me but which I note and share nevertheless because what it conveys to me is a sense of the major firms that have — as the good old boysÂ might say — a dog in this fight.