The impact of televised tobacco control advertising content on campaign recall

Evidence from the International Tobacco Control (ITC) United Kingdom Survey

Sol Richardson, Ann McNeill, Tessa E Langley, Michelle Sims, Anna Gilmore, Lisa Szatkowski, Robert Heath, Geoffrey T Fong, Sarah Lewis

Research output: Contribution to journalArticle

9 Citations (Scopus)

Abstract

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.

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.

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.

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.

Original languageEnglish
Article number432
JournalBMC Public Health
Volume14
DOIs
Publication statusPublished - 24 Jul 2014

Fingerprint

Tobacco
England
Surveys and Questionnaires
United Kingdom
Research

Cite this

The impact of televised tobacco control advertising content on campaign recall : Evidence from the International Tobacco Control (ITC) United Kingdom Survey. / Richardson, Sol; McNeill, Ann; Langley, Tessa E; Sims, Michelle; Gilmore, Anna; Szatkowski, Lisa; Heath, Robert; Fong, Geoffrey T; Lewis, Sarah.

In: BMC Public Health, Vol. 14, 432, 24.07.2014.

Research output: Contribution to journalArticle

Richardson, Sol ; McNeill, Ann ; Langley, Tessa E ; Sims, Michelle ; Gilmore, Anna ; Szatkowski, Lisa ; Heath, Robert ; Fong, Geoffrey T ; Lewis, Sarah. / The impact of televised tobacco control advertising content on campaign recall : Evidence from the International Tobacco Control (ITC) United Kingdom Survey. In: BMC Public Health. 2014 ; Vol. 14.
@article{2abefdc2cc28477d9fc5f9b2b19988bf,
title = "The impact of televised tobacco control advertising content on campaign recall: Evidence from the International Tobacco Control (ITC) United Kingdom Survey",
abstract = "BackgroundAlthough 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. MethodsData 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. ResultsIncreased 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. ConclusionsIncreased 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.",
author = "Sol Richardson and Ann McNeill and Langley, {Tessa E} and Michelle Sims and Anna Gilmore and Lisa Szatkowski and Robert Heath and Fong, {Geoffrey T} and Sarah Lewis",
year = "2014",
month = "7",
day = "24",
doi = "10.1186/1471-2458-14-432",
language = "English",
volume = "14",
journal = "BMC Public Health",
issn = "1471-2458",
publisher = "BioMed Central",

}

TY - JOUR

T1 - The impact of televised tobacco control advertising content on campaign recall

T2 - Evidence from the International Tobacco Control (ITC) United Kingdom Survey

AU - Richardson, Sol

AU - McNeill, Ann

AU - Langley, Tessa E

AU - Sims, Michelle

AU - Gilmore, Anna

AU - Szatkowski, Lisa

AU - Heath, Robert

AU - Fong, Geoffrey T

AU - Lewis, Sarah

PY - 2014/7/24

Y1 - 2014/7/24

N2 - BackgroundAlthough 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. MethodsData 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. ResultsIncreased 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. ConclusionsIncreased 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.

AB - BackgroundAlthough 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. MethodsData 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. ResultsIncreased 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. ConclusionsIncreased 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.

UR - http://dx.doi.org/10.1186/1471-2458-14-432

U2 - 10.1186/1471-2458-14-432

DO - 10.1186/1471-2458-14-432

M3 - Article

VL - 14

JO - BMC Public Health

JF - BMC Public Health

SN - 1471-2458

M1 - 432

ER -