Evaluating Health Communication Strategies for Tobacco Control: the Evolving Impact of Broadcast and

Nowariak ES, Chen C, Krakow M, Schlupp C, Beebe LA.
Evaluating Health Communication Strategies for Tobacco Control: the Evolving Impact of Broadcast and Digital Media on Quitline Enrollments in Oklahoma
Nicotine Tob Res. 2026 Jun 3 :ntag123. doi: 10.1093/ntr/ntag123. Epub ahead of print. PMID: 42231554.

Introduction: Much of the evidence on using health communications campaigns to promote tobacco quitlines focuses on traditional media channels. This study examines the effect of both broadcast and digital media on tobacco quitline enrollments.

Methods: We utilized data from the Oklahoma Tobacco Helpline (OTH) and media exposure data from 2019 to 2023. Linear mixed effects models were used to examine the effect of media intensity, measured in weekly gross rating points (GRPs) and impressions, on total enrollments per week. Models were also fitted separately by mode of enrollment (phone or web).

Results: Both broadcast GRPs and digital impressions were consistently associated with expected increases in total weekly enrollment, especially when media intensity was 151+ GRPs or 1 000 000 or more impressions, controlling for other factors. When looking separately by mode of enrollment, both broadcast GRPs and digital impressions were associated with increased enrollments via phone and web. Post hoc comparisons suggested that GRPs and impressions may have diminishing returns at the highest level of intensity observed in this study. Weeks with messaging about a limited-time NRT offer also had higher expected enrollment.

Conclusions: Both broadcast and digital advertisements were associated with higher phone and web enrollments when run at sufficient intensity levels. Our findings suggest there is a place for both traditional and digital media in driving quitline enrollments.