The findings were published in the report Changes in Food and Drink Advertising and Promotion to Children, released on Monday.
The report analyses annual spending between 2003 and 2007 on adverts that use licensed characters, children's media connection, free gifts or novelty food design to market products to children.
It states that spending across these areas has decreased by almost half. It has fallen by 41 per cent - from £103m in 2003 to £61m in 2007.
Cash used for children's advertising has declined every year since 2003. But this decrease is not consistent across all media. TV is the only form of media to have achieved drops in funding every year since 2003.
There has been a sharp increase in money spent on printed advertisements, including supermarkets, dairy products and cereals: figures show a 43 per cent rise in spending since 2003.
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