E-cigarette Marketing Expenditures in the United States from 2016 to 2021: Targeted Media Outlets Ge
Friday, March 17, 2023
Posted by: Natalia Gromov
Ozga
JE, Stroup AM, Abadi MH, Cheney MK, Majmundar A, Garrison KA, Chen-Sankey J,
Shamblen S, Dunlap C, Stanton CA.
E-cigarette Marketing
Expenditures in the United States from 2016 to 2021: Targeted Media Outlets
Geared Toward People who are at Increased Risk for Tobacco Use.
Nicotine Tob Res. 2023 Feb 9;25(3):581-585. doi: 10.1093/ntr/ntac209. PMID:
36070398; PMCID: PMC9910151.
Introduction. E-cigarette
advertising exposure is linked to e-cigarette initiation and use. Thus,
monitoring trends in e-cigarette advertising practices is important to
understand e-cigarette use patterns observed over recent years.
Aims and methods. E-cigarette
advertising expenditures (January 2016-July 2021; Numerator Ad Intel) for 154
U.S. market areas were harmonized with U.S. Census sociodemographic data
through Nielsen zip code designations by market area. Descriptive statistics
and multivariable linear regressions were used to examine trends in e-cigarette
advertising expenditures across media outlets and associations between
sociodemographic characteristics and e-cigarette advertising over time.
Results. E-cigarette
advertising expenditures peaked in 2018/2019, followed by a sharp decline in
2020. Expenditures were concentrated primarily on print (58.9%), TV (20.6%),
and radio (14.4%). Major print outlets were Sports Illustrated, Rolling Stone,
and Star magazines. Top TV channels were AMC, Investigation Discovery, and TBS.
TV advertisements were purchased commonly during popular movies and TV series
(eg King of Queens, Everybody Loves Raymond, The Walking Dead). Higher
expenditures were associated with U.S. market areas that had (1) a larger
percentage of non-rural zip codes (radio), (2) smaller male populations
(radio), and (3) larger White or Caucasian, Black or African American, American
Indian or Alaska Native, Asian, and Other or Multiracial populations (radio,
print, online display, and online video).
Conclusions. E-cigarette
companies advertised in print magazines geared toward males and youth and young
adults, radio commercials focused in urban areas with smaller male populations,
and nationwide TV commercials. Declines in e-cigarette advertising expenditures
in 2020 demonstrate the potential impact that federal policies may have on
protecting populations who are at higher risk for tobacco use from predatory
advertising practices.
Implications. E-cigarette
advertising exposure is associated with the initiation and use of e-cigarettes.
This study shows how e-cigarette marketing expenditures in the United States
may have targeted specific consumers (eg youth and young adults) between 2016
and 2021. The precipitous drop in advertising expenditures across all outlets
during early 2020 corresponds with the implementation of the Tobacco 21 federal
policy, the federal enforcement policy to remove most unauthorized flavored
e-cigarette cartridges from the U.S. market, preparations for FDA's premarket
review of e-cigarette products, and the decision by several TV broadcast
companies to stop showing e-cigarette ads. The potential impact of federal
policies may have far-reaching implications for protecting populations who are
at high risk for tobacco use and its health consequences.
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