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. 2013 Jan;22(1):38-45.
doi: 10.1136/tobaccocontrol-2011-050208. Epub 2011 Oct 4.

Effects of tobacco-related media campaigns on smoking among 20-30-year-old adults: longitudinal data from the USA

Yvonne M Terry-McElrath  1 , Sherry Emery, Melanie A Wakefield, Patrick M O'Malley, Glen Szczypka, Lloyd D Johnston
Affiliations

Effects of tobacco-related media campaigns on smoking among 20-30-year-old adults: longitudinal data from the USA

Yvonne M Terry-McElrath et al. Tob Control. 2013 Jan.

Abstract

Objective: Young adults in the USA have one of the highest smoking prevalence rates of any age group, and young adulthood is a critical time period of targeting by the tobacco industry. The authors examined relationships between potential exposure to tobacco-related media campaigns from a variety of sponsors and 2-year smoking change measures among a longitudinal sample of US adults aged 20-30 years from 2001 to 2008.

Methods: Self-report data were collected from a longitudinal sample of 12,931 US young adults from age 20 to 30. These data were merged with tobacco-related advertising exposure data from Nielsen Media Research. Two-year measures of change in smoking were regressed on advertising exposures.

Results: Two-year smoking uptake was unrelated to advertising exposure. The odds of quitting among all smokers and reduction among daily smokers in the 2 years between the prior and current survey were positively related to anti-tobacco advertising, especially potential exposure levels of 104-155 ads over the past 24 months. Tobacco company advertising (including corporate image and anti-smoking) and pharmaceutical industry advertising were unrelated to quitting or reduction.

Conclusion: Continued support for sustained, public health-based well-funded anti-tobacco media campaigns may help reduce tobacco use among young adults.

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Conflict of interest statement

COMPETING INTERESTS The authors have no competing financial interests related to the findings of this paper.

Figures

Appendix Figure 1
Appendix Figure 1. Sample Flow Diagram
Notes: n indicates unweighted unique respondents.
Figure 1
Figure 1. Mean 24-Month Sums of Tobacco-Related Advertising, 2001-2008
Notes: All advertising measures are gross ratings points (GRPs) and should be interpreted such that each 1-unit increase represents 1 additional potential exposure for 100% of the viewing audience over the preceding 24-month period. Anti-tobacco advertising includes both state tobacco control advertising and American Legacy Advertising. Pharmaceutical advertising includes advertising for nicotine replacement therapy, bupropion, etc. Tobacco industry advertising includes corporate image and youth prevention (targeting either parents or youth).
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