The impact of televised tobacco control advertising content on campaign recall: Evidence from the International Tobacco Control (ITC) United Kingdom Survey

Article English OPEN
Richardson, Sol ; McNeill, Ann ; Langley, Tessa E ; Sims, Michelle ; Gilmore, Anna ; Szatkowski, Lisa ; Heath, Robert ; Fong, Geoffrey T ; Lewis, Sarah (2014)
  • Publisher: Springer Nature
  • Journal: BMC Public Health (vol: 14, pp: 432-432)
  • Related identifiers: pmc: PMC4024099, doi: 10.1186/1471-2458-14-432
  • Subject: Research Article | Mass media campaigns | Emotive content | Recall | Tobacco control | Public Health, Environmental and Occupational Health

BACKGROUND: Although there is some evidence to support an association between exposure to televised tobacco control campaigns and recall among youth, little research has been conducted among adults. In addition, no previous work has directly compared the impact of different types of emotive campaign content. The present study examined the impact of increased exposure to tobacco control advertising with different types of emotive content on rates and durations of self-reported recall. \ud \ud METHODS: Data on recall of televised campaigns from 1,968 adult smokers residing in England through four waves of the International Tobacco Control (ITC) United Kingdom Survey from 2005 to 2009 were merged with estimates of per capita exposure to government-run televised tobacco control advertising (measured in GRPs, or Gross Rating Points), which were categorised as either “positive” or “negative” according to their emotional content. \ud \ud RESULTS: Increased overall campaign exposure was found to significantly increase probability of recall. For every additional 1,000 GRPs of per capita exposure to negative emotive campaigns in the six months prior to survey, there was a 41% increase in likelihood of recall (OR = 1.41, 95% CI: 1.24–1.61), while positive campaigns had no significant effect. Increased exposure to negative campaigns in both the 1–3 months and 4–6 month periods before survey was positively associated with recall. \ud \ud CONCLUSIONS: Increased per capita exposure to negative emotive campaigns had a greater effect on campaign recall than positive campaigns, and was positively associated with increased recall even when the exposure had occurred more than three months previously.
  • References (26)
    26 references, page 1 of 3

    1. Bala M, Strzeszynski L, Cahill K: Mass media interventions for smoking cessation in adults. Cochrane Database Syst Rev 2008, 1:CD004704.

    2. Biener L, McCallum-Keeler G, Nyman AL: Adults' response to Massachusetts anti-tobacco television advertisements: impact of viewer and advertisement characteristics. Tob Control 2000, 9:401-407.

    3. Hyland A, Wakefield M, Higbee C, Szczypka G, Cummings KM: Anti-tobacco television advertising and indicators of smoking cessation in adults: a cohort study. Health Educ Res 2006, 20:348-354.

    4. Langley TE, McNeill A, Lewis S, Szatkowski L, Quinn C: The impact of media campaigns on smoking cessation activity: a structural vector autoregression analysis. Addiction 2012, 107:2043-2050.

    5. McVey D, Stapleton J: Can anti-smoking television advertising affect smoking behaviour? Controlled trial of the Health Education Authority for England's anti-smoking TV campaign. Tob Control 2000, 9:273-282.

    6. Wakefield MA, Durkin S, Spittal MJ, Siahpush M, Scollo M, Simpson JA, Chapman S, White V, Hill D: Impact of tobacco control policies and mass media campaigns on monthly adult smoking prevalence. Am J Public Health 2008, 98:1443-1450.

    7. Durkin SJ, Biener L, Wakefield MA: Effects of different types of antismoking ads on reducing disparities in smoking cessation among socioeconomic subgroups. Am J Public Health 2009, 99:2217-2223.

    8. Durkin S, Brennan E, Wakefield M: Mass media campaigns to promote smoking cessation among adults: an integrative review. Tob Control 2012, 21:127-138.

    9. Farrelly MC, Duke JC, Davis KC, Nonnemaker JM, Kamyab K, Willett JG, Juster HR: Promotion of smoking cessation with emotional and/or graphic antismoking advertising. Am J Prev Med 2012, 43:475-482.

    10. Biener L, Wakefield M, Shiner CM, Siegel M: How broadcast volume and emotional content affect youth recall of anti-tobacco advertising. Am J Prev Med 2008, 35:14-19.

  • Metrics
    No metrics available