2013 Tips™ Publications

Summary:

• Federal and state public health agencies in the United States are increasingly using digital advertising and social media to promote messages from broader multimedia campaigns. However, little evidence exists on population-level campaign awareness of digital advertising, and its relative cost efficiency, in the context of a comprehensive public health education campaign.
• The study compared the impact of increased doses of digital video and television advertising from the 2013 Tips™ campaign on overall campaign awareness at the population level, as well as compared the cost efficiency of these media platforms.
• While digital video advertising was more cost-efficient in generating awareness than television, the smaller size of the digital video viewer audience and the smaller effect of digital advertising exposure compared to television suggests that digital video advertising is best used as a complement to a television campaign and not as a replacement.

Summary:

• In the average media market, an increase of 100 television GRPs per week for ads tagged with the Tips™ campaign website URL was associated with an increase of 650 unique visitors, 769 total visits, and 1255 total page views per week. The associations between GRPs for ads tagged with 1-800-QUIT-NOW and each Web traffic measure were also statistically significant, but smaller in magnitude.
• Based on these findings, we estimate that the 16-week 2013 Tips television campaign generated approximately 660,000 unique visitors, 900,000 total visits, and 1,390,000 page views for the Tips campaign website.
• These findings can help campaign planners forecast the likely impact of targeted advertising efforts on consumers’ use of campaign-specific websites.

Summary:

• Findings demonstrate the effectiveness of higher doses of the 2013 Tips campaign media (i.e. 2400 vs. 800 quarterly GRPs) on rapidly increasing quit attempts among smokers, especially among African-Americans.
• Non-smokers reported increased conversations with family or friends about the dangers of smoking and had greater knowledge of smoking-related diseases at the higher media dose.

Summary:

• During the 16-week campaign, the average weekly calls to the national quitline portal 1-800-QUIT-NOW and website visitors to www.cdc.gov/tips increased by 75% and almost 38-fold, respectively, compared with the 4 weeks before the campaign, and quickly decreased almost to pre-campaign levels once the campaign ended.
• The results suggest that emotionally evocative tobacco education media campaigns featuring graphic images of the health effects of smoking can increase quitline calls and website visits and that these campaigns’ effects decrease rapidly once they are discontinued.