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NAQC Newsroom: Research

The Influence of Television Advertisements on Promoting Calls to Telephone Quitlines

Wednesday, January 9, 2013  
Posted by: Natalia Gromov
Farrelly M, Mann N, Watson K, Pechacek T. Health Educ Res. 2012 Dec 4. [Epub ahead of print].

This study examined the relative effectiveness of certain types tobacco control TV ads: cessation, secondhand smoke, and other. Ads included in the study were run in nine states from 2002-2005. Advertising exposure and caller rates (number of individuals who used quitlines per 10,000 adult smokers) was positive and statistically significant (p<0.001). Ads that focus on promoting cessation (p<0.001), highlighting the dangers of secondhand smoke (p=0.037), and all other countermarketing ads (p=0.027) were positively associated with caller rates. Cessation-themed ads had the largest impact on caller rates, although other topics also prompt calls to quitlines. Caller rates significantly increased in quarters when cigarette excise tax increased (p < 0.001) and when comprehensive smoke-free air laws were enacted (p = 0.022).

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