Health-related ad viewers are MORE likely to oppose the beverage tax


Proponents of the recently enacted Cook County beverage tax have been conducting a local advertising campaign featuring health-related themes. Reportedly, up to $5 million has been committed to the health-related TV ads alone.  We were curious of how affective those ads have been thus far.  To determine that, three questions were asked:

  • We’d like to know if you have seen the ads in Cook County that seek to educate people about health issues related to consumption of sugary beverages like juice and soda?

  • Do you feel that Cook County commissioners who voted in favor of the new beverage tax did so primarily because of those kind of health concerns, or some other reason?

  • Do you AGREE or DISAGREE with this statement: “No matter what the reason for passing the beverage tax, I would like to see repealed.”

Findings (1,092 responses):

  • The ads warning people about the risks of consuming sugary beverages have either been widely seen and/or widely reported. A phenomenal 83.7 percent of the people taking the poll were aware of the health-related ads.

  • Few people believe that the Beverage Tax was passed to address those health concerns. Voters remain skeptical that the Cook County Board members who voted for the Beverage Tax did so because of health concerns. A substantial 87.53 percent of those asked chose the generic “other reasons” as the root cause for the vote.

  • The percentage of those who want the Beverage Tax repealed is within the margin of error for previous polls that did not bring up health concerns. A poll that was conducted before the health-related ads commenced (Aug. 6) resulted in 86.64 percent favoring repeal – less than two percentage points higher than this post-health ads survey.

  • People who have seen the health-related ads are more likely to support repeal. While there is no correlation present in this poll suggesting that the ads have had a reverse effect on voters’ attitudes, the difference between those who HAVE seen the ads and those who have NOT seen them is indisputable.  (download poll to see results).

Click HERE to download poll results.

Notes & Comments

  • There continues to be no statistical difference between the City and suburban areas in any of these areas questioned.

  • Not a single poll participant in the youngest voting category (18-24) believes County Commissioners who voted for the tax did so to combat the health problems associated with sugar consumption.

Poll details: Type: Hybrid; automated to landline phones, live operator interviews to cell phones. Responses: 1,092 Registered Voters Margin of Error: 3.06% Poll date: Sept

ElectionEvan Walker