A cost-effectiveness analysis of online, radio and print tobacco control advertisements targeting 25-39 year-old males (original) (raw)
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Health Affairs, 2012
The American Legacy Foundation's national EX® campaign, which ran on radio and television in 2008, was designed to promote smoking cessation among adult smokers. The incremental societal cost of EX, in 2009 dollars, was 166million.Datafromeightdesignatedmediamarketareasstudiedindicatethatinahypotheticalnationwidecohortof2,012,000adultsmokersages18−49,EXresultedin52,979additionalquitattemptsand4,238additionalquitsandsaved4,450quality−adjustedlife−years.Incrementalcost−utilityestimatescomparingEXtothestatusquo−thatis,thesituationthatwouldhaveexistedintheeightmarketswithnocampaignandnochangeincessationbehavior−rangedfromacostof166 million. Data from eight designated media market areas studied indicate that in a hypothetical nationwide cohort of 2,012,000 adult smokers ages 18-49, EX resulted in 52,979 additional quit attempts and 4,238 additional quits and saved 4,450 quality-adjusted life-years. Incremental cost-utility estimates comparing EX to the status quo-that is, the situation that would have existed in the eight markets with no campaign and no change in cessation behavior-ranged from a cost of 166million.Datafromeightdesignatedmediamarketareasstudiedindicatethatinahypotheticalnationwidecohortof2,012,000adultsmokersages18−49,EXresultedin52,979additionalquitattemptsand4,238additionalquitsandsaved4,450quality−adjustedlife−years.Incrementalcost−utilityestimatescomparingEXtothestatusquo−thatis,thesituationthatwouldhaveexistedintheeightmarketswithnocampaignandnochangeincessationbehavior−rangedfromacostof37,355 to $81,301 per quality-adjusted life-year, which suggests that the campaign was cost-effective. These findings bolster previous evidence that national mass media campaigns for smoking cessation can lower smoking prevalence in a cost-effective manner, among both adults and young adults ages 18-24 who are smokers.
The association between advertising and calls to a tobacco quitline
Tobacco Control, 2007
Objective: This study assessed the cost effectiveness of different types of television and radio advertisements and the time of day in which advertisements were placed in generating calls to the Oregon tobacco quitline. Design: Cost effectiveness was measured by cost per call, calculated as the cost of advertising divided by the number of quitline calls generated by that advertising. Advertising was bought in one-week or two-week blocks and included 27 daytime television buys, 22 evening television buys and 31 radio buys. Results: Cost effectiveness varied widely by medium, time of day and advertisement used. Daytime television was seven times more cost effective than evening television and also more cost effective than radio. The most effective advertisements at generating quitline calls were real life testimonials by people who lost family members to tobacco and advertisements that deal practically with how to quit. Conclusions: Placement of television advertisements during the day versus the evening can increase an advertisement's effectiveness in generating calls to a quitline. Some advertising messages were more effective than others in generating calls to a quitline. Quitline providers can apply findings from previous research when planning media campaigns. In addition, call volume should be monitored in order to assess the cost effectiveness of different strategies to promote use of the quitline.
International Journal of Environmental Research and Public Health
Mass media campaigns have been hailed as some of the most effective tobacco prevention interventions. This study examined the cost-effectiveness of the national tobacco prevention campaign, truth® FinishIt, to determine the cost per quality-adjusted life year (QALY) saved and the return on investment (ROI). The cost–utility analysis used four main parameters: program costs, number of smoking careers averted, treatment costs, and number of QALYs saved whenever a smoking career is averted. Parameters were varied to characterize cost-effectiveness under different assumptions (base case, conservative, optimistic, and most optimistic). The ROI estimate compared campaign expenditures to the cost saved due to the campaign implementation. Analyses were conducted in 2019. The base case analysis indicated the campaign results in a societal cost savings of 3.072billion.Underthemostconservativeassumptions,estimatesindicatedthecampaignwashighlycost−effectiveat3.072 billion. Under the most conservative assumptions, estimates indicated the campaign was highly cost-effective at 3.072billion.Underthemostconservativeassumptions,estimatesindicatedthecampaignwashighlycost−effectiveat1076 per QALY saved...
Reductions in smoking prevalence and cigarette consumption associated with mass-media campaigns
Health Education Research, 2002
This paper examines reductions in smoking prevalence and cigarette consumption associated with state and local mass-media campaigns. We review the findings of the empirical literature on campaigns targeted at the general population. We then discuss the findings on state-and community-level youth-oriented campaigns. The results suggest that well-funded and implemented mass-media campaigns targeted at the general population and implemented at the state level, in conjunction with a comprehensive tobacco control program, are associated with reduced smoking rates among both adults and youth. Studies of youth-oriented interventions specifically have shown more mixed results, particularly for smaller, community-level media programs, but they indicate strong potential to influence underage smoking rates. We conclude by examining issues that warrant additional research. The scale and duration of expenditures, the content of ad messages, and other tobacco control polices are aspects of media programs that may help explain differences among study results. In particular, tobacco control polices that are implemented during the campaign often
Mass media campaigns to promote smoking cessation
Tobacco Control, 2012
Objective This review summarises the impact of mass media campaigns on promoting quitting among adult smokers overall and for subgroups; the influence of campaign intensity and different channels; the effects of different message types. Methods The present work ...
Use of Consumer Survey Data to Target Cessation Messages to Smokers Through Mass Media
American Journal of Public Health, 2008
Objectives. We identified the mass media channels that reach the most cigarette smokers in an attempt to more effectively target smoking cessation messages. Methods. Reach estimates and index scores for smokers were taken from 2002–2003 ConsumerStyles and HealthStyles national surveys of adults (N=11660) to estimate overall and demographic-specific exposure measures for television, radio, newspapers, and magazines. Results. Smokers viewed more television, listened to more radio, and read fewer magazines and newspapers than did nonsmokers. Nearly one third of smokers were regular daytime or late-night television viewers. Selected cable television networks (USA, Lifetime, and Discovery Channel) and selected radio genres, such as classic rock and country, had high reach and were cost-efficient channels for targeting smokers. Conclusions. Certain mass media channels offer efficient opportunities to target smoking cessation messages so they reach relatively large audiences of smokers at ...
Are the Media Enabled Anti-tobacco Campaigns Effective? A Pilot Study
Journal of Clinical and Diagnostic Research, 2018
Introduction: Globally, tobacco is a major cause of increased morbidity and mortality rates due to oral carcinoma. Despite the efforts of Government of India on anti-tobacco advertisements and campaigns, there is an increase in the number of consumers whereas the percentage who have attempted to quit the habit stands at a mere 3%-5%. Aim: To evaluate the effectiveness of media enabled Government of India initiated anti-tobacco and anti-smoking advertisement and campaigns and understand behavioural/psychological response among tobacco users and non-users towards such campaigns. Materials and Methods: This was a questionnaire-based study. A total of randomly selected general public, 250 young adults in the age group of 18 to 25 years, 158-tobacco users and 92-non-tobacco users, in South Bengaluru, India was interviewed on one to one basis in the study. A self-administered questionnaire was used to collect the data on basic personal details, specific questions related to Government of India initiated anti-tobacco advertisements, and psychological tests namely Sentence completion test, Thematic Apperception Test (TAT) and Inkblot test were used to check the responses among tobacco and anti-tobacco users. The SPSS version 22.0 software IBM, Corp was used to do the descriptive statistical analysis and the level of significance was set at p<0.05. Results: Of the overall 250 participants, 63.2% were tobacco product users and 36.8% were non-tobacco users. All 100% participants watched the Government of India initiated anti-tobacco and anti-smoking campaigns. Among overall subjects 49% gave up watching the advertisements due to fear or monotony, 23% of them reduced watching, and 28% felt like giving up the use. Among tobacco users, 48.73% discontinued the habit after watching the advertisements and 51.27% continued with the habit. The Government of India initiated anti-tobacco advertisements were ineffective in 65.19% of the tobacco users. The non-tobacco user group gave a favourable response in Sentence Completion Test and Rorschach Inkblot Test. There was no significant difference in the response seen in the TAT. Chi-Square test analysis was applied to determine the statistical significance between the psychological tests and the effectiveness of Government of India initiated anti-tobacco advertisements among tobacco and non-tobacco users. Conclusion: It was observed that the Government of India initiated anti-tobacco and anti-smoking advertisements had more favourable response among the non-tobacco users whereas, with the current tobacco users, it did not have the desired impact. Psychological tests like TAT was statistically significant with respect to the effectiveness of advertisements (p<0.05) in non-tobacco users.