Nielsen Data Support in Tobacco Control

NORC has compiled and analyzed state-sponsored anti-tobacco media campaign ratings by state on an annual basis for CDC for a number of years.

Evidence has shown that higher levels of exposure to state-sponsored anti-smoking television advertisements are associated with reduced youth smoking, increased negative attitudes and beliefs about smoking among youth, reduced adult smoking, and increased intentions to quit among adult smokers. Many states have also launched anti-vaping media campaigns in light of the recent ‘epidemic’ of vaping and electronic cigarette use among youth. As these initiatives are so new, little is known about the effects of such campaigns. With funding from the Centers for Disease Control and Prevention’s (CDC) National Center for Chronic Disease Prevention and Health Promotion (NCCDPHP), we aim to quantify and analyze televised tobacco prevention campaigns at the state level.

To evaluate the effectiveness of tobacco prevention campaigns, making an accurate measure of population exposure is essential. Gross and Targeted rating points (GRPs and TRPs) provide an objective measure of the reach and frequency of advertisements among the target audience, whether that is general households or targeted population segments. With this information, states can understand, measure and analyze the amount and impact of their own tobacco prevention campaign and assess the effects of their campaign in relation to those of similar foundations.

Leveraging televised anti-tobacco advertising ratings data from Nielsen Media Research and Kantar Media’s Stradegy software, we use mixed methods research to collect, aggregate, analyze and report on tobacco prevention campaigns. Moreover, this study will look at data from all 210 Designated Media Markets (DMAs).

By quantifying and categorizing tobacco prevention campaigns, as well as by generating reports which are provided to the CDC at the state-level, states can understand the effectiveness of their prevention campaigns, guide future health communication strategies, and inform implementation of tobacco control policies.

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