How much is the soda industry spending to defeat public health?

Philadelphia Inquirer reporter Mike Newall says the beverage industry is spending a lot of money (“flowing like a Big Gulp”) to defeat the City Council’s soda tax initiative—$2.6 million so far. Here’s the catch – this time around, the beverage barons only have to win over City Council. There are 17 Council members, so that comes out to about $152,000 in ad dollars each. Philadelphia is a battleground Big Soda cannot afford to lose. The soda industry spent more than $10 million to fight soda tax measures in San Francisco (the industry succeeded) and in Berkeley (the industry lost—76% of voters were for the tax). But what I really want to know is how much the soda industry spent to defeat Mayor Bloomberg’s proposal to cap the sizes of sugary beverages at 16 ounces.  I live in New York City and here’s what I saw the industry do or heard about (much of this is documented in my book, Soda Politics, and in former NYC Health Commissioner Tom Farley’s Saving Gotham; Farley is now health commissioner in Philadelphia): Three full-page ads in the New York Times Signs on Coke and Pepsi delivery trucks A personal mailing to my home Tee shirts: “I picked out my beverage all by myself” People collecting signatures on petitions against the proposal (they said they were paid $30/hour) Airplane banners Movie trailers Video ads Meetings with city officials Legal challenges—briefs, court appearances This was not an election so the soda industry did not have to disclose how much it spent.  But I sure would like to know.