Copyright 2010 April 22 - 26, 2010 401 Interviews

STC Beverage Tax Survey 1970 Margin of Error: +/- 4.9%

1. Are you at least 18 years old and registered to vote at this address Yes ................................................................................................
100%
No/Don't know/Refused ................................................................ -
[READ ADDRESS]?

X1. Do you currently work as a member of the news media, for an elected Yes ................................................................................................
-
No................................................................................................
100
official or candidate for political office in any capacity?
Don't Know/Refused ................................................................ -

2. Now, thinking about elections, would you say you always vote in Always ................................................................................................
58%
Usually ................................................................................................
21
elections for offices like Governor, Mayor, and other local offices, usually
Sometimes................................................................................................
21
vote, sometimes vote, or never vote in elections for offices like Governor, Never................................................................................................
-
Mayor and other local offices? Don't Know/Refused ................................................................ -

3. In general, would you say that things in Philadelphia are headed in the Right direction ................................................................ 41%
right direction or would you say things are off on the wrong track? Wrong track ................................................................................................
40
VOL: (Neither)................................................................................................
12
VOL: (Don't know/Refused) ................................................................ 7

As you may know, over the next five years the city of Philadelphia faces a projected $500 million to $700 million budget shortfall. I'm
going to read you a list of things that have been suggested as ways to reduce the city's budget deficit. After each, please tell me
whether you strongly support, somewhat support, somewhat oppose, or strongly oppose that proposal as a way to reduce the state's
budget deficit. If you aren't sure, please say so and we'll move on.
SUPPORT OPPOSE NET
Strong Some Some Strong (DK/Ref.) SUPPORT OPPOSE
• Tax sugar-sweetened beverages such as non-diet soda,
sweet teas, sports and energy drinks ................................................................ 22% 22 12 42 2 44% 54
• Increase the business privilege tax ................................................................ 11% 22 17 33 17 34% 50
• Increase the sales tax ................................................................................................
6% 20 19 53 3 26% 72
• Create a three hundred dollar flat fee for garbage collection ................................ 5% 10 14 65 6 15% 79
• Increase property taxes ................................................................................................
4% 16 16 61 3 21% 76

9.Would you support or oppose a law in Philadelphia that would tax
sugar-sweetened beverages, such as non-diet soda, sweet teas, sports
and energy drinks by two cents an ounce, or 24 cents for a regular sized
can, to fund programs to fight childhood obesity? [IF SUPPORT/OPPOSE] VOL:
Would that be strongly or somewhat?
Strongly support ................................................................ 31%
Somewhat support ................................................................ 22
Somewhat oppose................................................................ 11
Strongly oppose ................................................................34
(Don't know/Refused) ................................................................
3
SUPPORT (NET) ................................................................53%
OPPOSE (NET) ................................................................44

10.Would you support or oppose a law in Philadelphia that would tax
sugar-sweetened beverages, such as non-diet soda, sweet teas, sports
and energy drinks by one cent an ounce, or 12 cents for a regular sized
can, to fund programs to fight childhood obesity? [IF SUPPORT/OPPOSE] VOL:
Would that be strongly or somewhat?
Strongly support ................................................................ 36%
Somewhat support ................................................................ 26
Somewhat oppose................................................................7
Strongly oppose ................................................................29
(Don't know/Refused) ................................................................
2
SUPPORT (NET) ................................................................62%
OPPOSE (NET) ................................................................36

11. As you may know, the tax would not apply to beverages such as diet
sodas, milk and 100% fruit juices. Knowing this, would you support or
oppose a law in Philadelphia that would tax sugar-sweetened beverages,
such as non-diet soda, sweet teas, sports and energy drinks by two cents VOL:
an ounce, or 24 cents for a regular sized can, to fund programs to fight
childhood obesity? [IF SUPPORT/OPPOSE] Would that be strongly or
somewhat?
Strongly support ................................................................ 33%
Somewhat support ................................................................ 22
Somewhat oppose................................................................9
Strongly oppose ................................................................35
(Don't know/Refused) ................................................................
1
SUPPORT (NET) ................................................................55%
OPPOSE (NET) ................................................................44
Global Strategy Group 1970 STC Beverage Tax Survey Page 2/6

If Philadelphia were to tax sugar-sweetened beverages there are a number of different ways to spend the money raised. I am going to
read a list of proposals on how this money could be spent. After each, please tell me whether you please tell me whether you strongly
support, somewhat support, somewhat oppose, or strongly oppose spending some of the money from a sugar-sweetened beverage tax
on that proposal.
FAVOR OPPOSE NET
Strong Some Some Strong (DK/Ref.) FAVOR OPPOSE
• Increasing the availability of fresh fruits and vegetables
throughout the city ................................................................................................
64% 22 4 7 3 86% 11
• Making healthy food more accessible to low-income
Philadelphians by rewarding those who use their food stamps to
buy fresh fruits and vegetables, particularly in farmer's markets ................................ 64% 20 3 10 2 85% 14
• Supporting school and community based childhood obesity
prevention programs ................................................................................................
59% 23 5 11 1 82% 16
• Expanding access to and use of city parks and recreation centers ................................ 54% 31 4 10 3 84% 13
• Building walking and bike paths throughout the city to promote
physical activity ................................................................................................ 47% 27 11 15 1 73% 26
• Pay down the city's budget deficit ................................................................ 43% 27 8 17 4 70% 26

How often do you drink each of the following types of beverages?

FREQUENT INFREQUENT NET
Every A couple of Once a A few times a
day times a week month year Never (DK/Ref.) FREQUENT INFREQUENT
• Bottled water ................................................................
52% 19 6 7 16 - 71 13
• Milk ................................................................ 41% 31 10 7 10 - 73 17
• Sugar sweetened sodas such as
Coke or Pepsi ................................................................
11% 27 16 11 35 * 38 27
• Sweetened iced tea such as
Snapple or Nestea................................................................
10% 26 19 14 32 - 36 33
• Diet sodas with no calories such as
Diet Coke ................................................................
10% 15 10 8 58 * 24 18
• Flavored waters, sports or energy
drinks such as Vitamin Water,
Gatorade or Red Bull ................................ 7% 18 16 13 46 * 25 29

24. How concerned are you about obesity rates among children in Very concerned ................................................................ 54%
Philadelphia? Would you say you are very concerned, somewhat Somewhat concerned ................................................................
33
Not too concerned ................................................................7
concerned, not too concerned, or not at all concerned? Not at all concerned................................................................
6
VOL: (Don't know/Refused) ................................................................
1

CONCERNED (NET)................................................................
87%
NOT CONCERNED (NET)................................................................
13

And thinking specifically about the possible impact of obesity on health...For each of the following conditions, do you think obesity is the
primary cause of the condition, related to the condition but not the primary cause, or is there no connection between obesity and the
condition?

Primary No
cause Related connection (DK/Ref.)
• Type II Diabetes ................................................................................................................................................................
46% 44 5 5
• Heart Disease ................................................................................................................................................................
32% 56 8 4
• Stroke ................................................................................................................................................................
20% 60 15 6
• Asthma ................................................................................................................................................................
8% 43 40 10
• Cancer ................................................................................................................................................................
5% 37 48 10
Global Strategy Group 1970 STC Beverage Tax Survey Page 3/6

I'm going to read you two statements. Please tell me which one you agree with more...[ROTATE]

Childhood obesity is a public health crisis in Philadelphia, with more than one in two children in the city being considered overweight or
obese. In fact, children today may be the first generation to live shorter lives than their parents due to obesity. A tax on sugar-sweetened
beverages such as soda, sports and energy drinks will help reduce the consumption of those products to reduce obesity among children
and adults and improve the public health. Either people pay a little extra now when they buy these drinks or we all pay a lot more later in
increased healthcare costs. OR

The solution to the obesity problem is not governmental intervention. Overweight adults who drink sugar-sweetened beverages know the
consequences of their actions and should take responsibility for their own health. It is not the government's job to regulate what we eat
and drink by taxing sugar-sweetened beverages such as soda, sports and energy drinks. The sugar-sweetened beverage tax is really
just a money grab masquerading as health policy.

30.Which statement do you agree with? [IF CHOICE] Is that strongly or Government responsibility/Strongly ................................ 21%
somewhat? Government responsibility/Somewhat ................................16
Personal responsibility/Somewhat................................................................
13
Personal responsibility/Strongly ................................................................
45
VOL: (Neither)................................................................................................
3
VOL: (Don't know/Refused) ................................................................ 2

GOVERNMENT (NET) ................................................................

37%
PERSONAL (NET) ................................................................
58

Now I'm going to read you another two statements. Please tell me which one you agree with more...[ROTATE]

Today, American's get more calories from sugar-sweetened beverages than any other food source, and children now drink more soda
than milk. Increasing the cost of these sugary drinks through a tax will reduce the calories children consume and help reduce childhood
obesity. If we want to get serious about addressing childhood obesity, a tax on sugar-sweetened beverages is an important first step. OR

There is not enough scientific evidence to prove that taxing sugar-sweetened beverages is an effective way to combat obesity and
obesity related conditions. Studies have shown that soft drink consumption is only a small part of the diet of overweight people, so the
tax would have limited results. It does not make sense to single out soda when snacks, chips, and candy all contribute to the problem as
well.

32.Which statement do you agree with? [IF CHOICE] Is that strongly or Taxes can be effective/Strongly ................................................................
21%
Taxes can be effective /Somewhat................................ 21
somewhat?
Tax won't work/Somewhat ................................................................
13
Tax won't work /Strongly ................................................................
41
VOL: (Neither)................................................................................................
3
VOL: (Don't know/Refused) ................................................................ 1

EFFECTIVE (NET) ................................................................

42%
WON'T WORK (NET) ................................................................
54

Now I'm going to read you another two statements. Please tell me which one you agree with more... [ROTATE]

There is no evidence to show that taxing sugar sweetened beverages to fight childhood obesity will lead to job losses in Philadelphia. In
fact, the funds raised by the tax will be used to create new jobs and stimulate economic development including construction projects and
grants to help small businesses expand and provide healthier foods. Now is the time to pass a sugar-sweetened beverage tax in order to
invest in our city's economy and health. OR

This is the wrong time to impose a new tax, particularly one that more than doubles the price of beverages that Philadelphia families buy
every day. With unemployment in Philadelphia in the double digits, families cannot afford to pay even one cent more for their groceries.
Taxing sugar sweetened beverages is an unnecessary burden on Philadelphians and will lead to even more job loss at a time when
small businesses are already hurting.

34.Which statement do you agree with? [IF CHOICE] Is that strongly or Tax can stimulate economy/Strongly ................................ 22%
somewhat? Tax can stimulate economy /Somewhat ................................ 21
Tax will lead to job loss/Somewhat................................ 13
Tax will lead to job loss /Strongly ................................................................
32
VOL: (Neither)................................................................................................
8
VOL: (Don't know/Refused) ................................................................ 5

STIMULATE (NET)................................................................
42%
JOB LOSS (NET) ................................................................45
Global Strategy Group 1970 STC Beverage Tax Survey Page 4/6

Now I'm going to read you some statements by supporters of taxing sugar-sweetened beverages to fund programs to fight childhood
obesity in Philadelphia. After I read each one, please tell me whether that statement is very convincing, somewhat convincing, not too
convincing, or not convincing at all as a reason to support taxing sugar-sweetened beverages. If you don't think it is accurate, please
say so. Here's the first one...
NOT
CONVINCING CONVINCING NET
Not Not at NOT
Very Some too all (DK/Ref.) CONV CONV
• Obesity is connected to diabetes, asthma and heart disease. Taxing
sugar-sweetened beverages would help reduce obesity and prevent
obesity-related health conditions among Philadelphia's young people. ................................
27% 33 14 24 2 60% 38

• [FORM B] The American Heart Association says non-diet soft drinks and
other sugar-sweetened drinks are the single largest contributor to caloric
intake and increasing obesity rates. Increasing the tax on these
beverages is the first step to reduce obesity.................................................................
23% 33 16 24 3 57% 40

• Taxing sugar sweetened beverages two cent an ounce, or 24 cents for a

regular sized can, would raise over $20 million a year to help fund school-
and community-based programs to reduce and prevent childhood
obesity. ................................................................................................................................19% 35 16 29 2 53% 44

• Money collected from the tax would create jobs and spur economic
development by funding community-based programs that provide
training, refrigeration and expansion to over 1,000 corner stores to
increase the availability of fresh fruits and vegetables in the city. ................................
18% 39 18 23 2 57% 41

• Taxing sugar sweetened beverages two cent an ounce, or 24 cents for a

regular sized can, would raise over $77 million a year to help pay down
the deficit in Philadelphia. ................................................................................................
18% 32 18 30 2 51% 47

• [FORM A] Non-diet soft drinks and other sugar-sweetened drinks are the
single largest contributor to caloric intake and increasing obesity rates.
Increasing the tax on these beverages is the first step to reduce obesity. ................................
16% 34 16 31 2 51% 47

• Philadelphia taxpayers are forced to pay hundreds of millions of dollars

every year in taxes to cover the costs of treating obesity-related diseases.
The government has a responsibility to tax sugar-sweetened beverages
to try to cover at least some of what Philadelphia taxpayers have to
spend annually on obesity-related costs. ................................................................ 13% 33 19 31 3 46% 51

42.Would you support or oppose a law in Philadelphia that would tax Strongly support ................................................................ 27%
sugar-sweetened beverages, such as non-diet soda, sweet teas, sports Somewhat support ................................................................ 21
Somewhat oppose................................................................ 13
and energy drinks by two cent an ounce, or 24 cents for a regular sized Strongly oppose ................................................................37
can, to fund programs to fight childhood obesity? [IF SUPPORT/OPPOSE] Don't know/Refused ................................................................2
Would that be strongly or somewhat?
SUPPORT (NET) ................................................................48%
OPPOSE (NET) ................................................................50

43. If Philadelphia passes a law that would tax sugar-sweetened More often................................................................................................
*
Less often ................................................................................................
25
beverages, such as non-diet soda, sweet teas, sports and energy drinks
About the same ................................................................ 68
by two cent an ounce, or 24 cents for a regular sized can, would you drink Don't know ................................................................................................
4
these types of beverages more often, less often, or about the same Refused ................................................................................................
3
amount as you do now?

44. If Philadelphia passes a law that would tax sugar-sweetened More often................................................................................................
1%
beverages, such as non-diet soda, sweet teas, sports and energy drinks Less often ................................................................................................
23
About the same ................................................................ 71
by one cent an ounce, or 12 cents for a regular sized can, would you drink Don't know ................................................................................................
3
these types of beverages more often, less often, or about the same Refused ................................................................................................
2
amount as you do now?
Global Strategy Group 1970 STC Beverage Tax Survey Page 5/6

45.And if Philadelphia passes a law that would tax sugar-sweetened Continue to drink sugar-sweetened beverages, such as
non-diet soda, sweet teas, sports and energy drinks................................12%
beverages, such as non-diet soda, sweet teas, sports and energy drinks Drink more diet-sodas, milk, 100% fruit juices and other
would you...[READ /ROTATE CHOICES] non-taxed beverages................................................................21
Drink more tap water ................................................................
28
VOL: (No difference, since I don't drink sugar-sweetened
beverages vol.)................................................................ 35
VOL: (Don't Know) ................................................................ 2
VOL: (Refused)................................................................................................
2

D101. What is your age? 18-29 ................................................................................................

24%
30-44 ................................................................................................
25
45-54 ................................................................................................
17
55-64 ................................................................................................
13
65+ ................................................................................................
16
VOL: (Refused)................................................................................................
5

D102. What is the last grade that you completed in school? Some grade school ................................................................ 1%
Some high school................................................................5
Graduated high school................................................................
32
Technical/Vocational ................................................................3
Some college ................................................................ 20
Graduate college ................................................................21
Graduate professional ................................................................
13
VOL: (Refused)................................................................................................
5

D110. What is your current marital status? Married ................................................................................................

30%
Not married, but living with partner................................ 5
Single, never married ................................................................
45
Divorced or separated ................................................................
10
Widowed ................................................................................................
6
Refused ................................................................................................
4

46. When it comes to politics, do you generally think of yourself as a
Republican, a Democrat, an Independent, or something else? [IF
DEMOCRAT/REPUBLICAN ASK] Would you call yourself a strong
[DEMOCRAT/REPUBLICAN] or a not very strong [DEMOCRAT/REPUBLICAN]? [IF
INDEPENDENT] Do you think of yourself as closer to the Democratic Party
or the Republican Party?
VOL:
VOL:
Strong Democrat ................................................................47%
Not very strong Democrat ................................................................
14
Independent Democrat ................................................................
7
Independent ................................................................................................
9
Independent Republican ................................................................
2
Not very strong Republican................................................................
3
Strong Republican ................................................................5
(Something else/Other)................................................................
5
(Don't know/Refused) ................................................................
6

DEMOCRAT (NET) ................................................................

69%
INDEPENDENT (NET) ................................................................
14
REPUBLICAN (NET) ................................................................
11

D107. Do you currently have any children under 18 living at home with Yes ................................................................................................
23%
you? No................................................................................................
74
Refused ................................................................................................
3

47. [IF HAVE KIDS UNDER 18] How old is your child/are your children under 0 to 5 ................................................................................................
37%
the age of 18? [CHECK ALL THAT APPLY] 6 to 12 ................................................................................................
42
13 to 15................................................................................................
18
16 to 17................................................................................................
28
VOL: (Refused)................................................................................................
-

48. [IF HAVE KIDS UNDER 18]
children are seriously overweight?
How concerned are you that any of your Very concerned ................................................................ 15%
Somewhat concerned ................................................................
13
Not very concerned ................................................................
16
Not at all concerned................................................................
56
VOL: (Don't know/Refused) ................................................................
-

CONCERNED (NET)................................................................
28%
NOT CONCERNED (NET)................................................................
72

D300.And just to make sure we have a representative sample, could you
please tell me your race? [IF BLACK/WHITE/OTHER] Do you consider
yourself a Hispanic, Latino, or Spanish-speaking American?
VOL:
Black/African-American ................................................................
39%
White/Caucasian ................................................................44
Hispanic/Latino................................................................ 10
Asian-American ................................................................ 1
Other (SPECIFY)................................................................ *
(Refused)................................................................................................
5
Global Strategy Group 1970 STC Beverage Tax Survey Page 6/6

D900.And, what is your total annual household income? Just stop me
when I read the correct category... [READ CATEGORIES]
VOL:
Less than $15,000 ................................................................
14%
$15,000-$24,999 ................................................................11
$25,000-$34,999 ................................................................10
$35,000-$49,999 ................................................................13
$50,000-$64,999 ................................................................11
$65,000-$79,999 ................................................................ 7
$80,000-$99,999 ................................................................ 3
$100,000 or higher ................................................................8
(Don't Know/Refused)................................................................
22

Party Registration [FROM SAMPLE] Democrat ................................................................................................

79%
Independent ................................................................................................
9
Republican ................................................................................................
13

Gender [BY OBSERVATION] Male ................................................................................................

46%
Female ................................................................................................
54

Region [FROM SAMPLE] North................................................................................................

18%
South ................................................................................................
12
Center City................................................................................................
6
Northwest................................................................................................
14
West ................................................................................................
16
Northeast ................................................................................................
33