EXPRESS: Buyer Power in Advertising: Healthy Food Pays More for Visibility

Television advertising is a powerful influence on dietary behavior, particularly among vulnerable consumers, such as children, shaping food preferences and consumption patterns. Yet, little attention has been paid to the role of advertising market structure, specifically the buyer power of large food advertisers in shaping the visibility of healthy (Minimally processed) versus unhealthy (Ultra-processed) foods. This study examines how pricing mechanisms in TV advertising can structurally favor unhealthy food promotion. Using comprehensive TV advertising data, the study shows that producers of unhealthy foods—typically large conglomerates may benefit from volume discount s, securing premium advertising slots at lower costs per rating point and per second of exposure. In contrast, healthy food brands face significantly higher advertising costs, especially in child-targeted programming, which may limit their visibility and competitiveness. Herfindahl-Hirschman Index reveals a highly concentrated advertising market in which a small number of dominant unhealthy food advertisers exercise disproportionate influence. Policy solutions are needed to rebalance the market, including targeted subsidies for healthy food advertising, taxes on unhealthy advertising, increased pricing transparency, equitable access rules for premium slots, and cooperative bulk-purchasing mechanisms. The findings reveal structural inequities in food advertising markets and inform regulatory strategies to support healthier consumer environments.