The impact of media campaigns on smoking cessation activity: a structural vector autoregression analysis

Langley, Tessa; McNeill, Ann; Lewis, Sarah; Szatkowski, Lisa; Quinn, Casey

doi:10.1111/j.1360-0443.2012.03958.x

Cited by 34 publications

(47 citation statements)

References 29 publications

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“…Our analysis shows that this dropped by two-thirds following the freeze. A recent study (which used the same source of quitline data as this study) demonstrated an effect of mass media campaigns on quitline calls in England, but not prescriptions or sales of smoking cessation medication in England and Wales [8]. It found that a 1% increase in advertising exposure led to a 0.08% increase in quitline calls in the same month; based on this estimate, the effect of the freeze on quitline calls seems bigger than expected.…”

Section: -Week Quitterssupporting

confidence: 47%

“…There is substantial international evidence that tobacco control media campaigns increase quit attempts and reduce smoking prevalence [1][2][3][4][5][6][7][8][9]; however, such campaigns are often part of multi-component tobacco control programmes, and separating the effect of mass media campaigns from other tobacco control strategies is difficult. In England, from 1999 onwards, large-scale tobacco control campaigns were run regularly as part of a comprehensive range of tobacco control policies.…”

Section: Introductionmentioning

confidence: 99%

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The freeze on mass media campaigns in England: a natural experiment of the impact of tobacco control campaigns on quitting behaviour

et al. 2014

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AimsTo measure the impact of the suspension of tobacco control mass media campaigns in England in April 2010 on measures of smoking cessation behaviour. Design Interrupted time series design using routinely collected population-level data. Analysis of use of a range of types of smoking cessation support using segmented negative binomial regression. Setting England. Measurements Use of non-intensive support: monthly calls to the National Health Service ( , and quitline calls and web hits fell by 65% (95% CI = 43-79) and 34% (95% CI: 11-50), respectively. The number of people setting a quit date and 4-week quitters at the SSS increased throughout the study period. Conclusions The suspension of tobacco control mass media campaigns in England in 2012 appeared to markedly reduce the use of smoking cessation literature, quitline calls and hits on the national smoking cessation website, but did not affect attendance at the Stop Smoking Services. Within a comprehensive tobacco control programme, mass media campaigns can play an important role in maximizing quitting activity.

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Section: -Week Quitterssupporting

confidence: 47%

Section: Introductionmentioning

confidence: 99%

The freeze on mass media campaigns in England: a natural experiment of the impact of tobacco control campaigns on quitting behaviour

et al. 2014

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“…Our findings are similar to a recent study of English tobacco control TV MMCs 8. Using a similar methodology, they also found that TV MMCs resulted in an immediate increase in calls to quitline, but unlike the present study there was no cumulative effect.…”

Section: Discussionsupporting

confidence: 91%

“…It includes any costs reimbursed fully or partially via prescription charges and therefore reflects most accurately the volume of prescriptions rather than simply the number of prescriptions 17. Both are regarded as important indicators of smoking cessation activity 8, 22, 23, 24.…”

Section: Methodsmentioning

confidence: 99%

“…Most recently, evidence from England has shown that TV MMCs are effective in triggering quitting behaviour in adults and were responsible for an 11.2% decline in cigarette consumption and 13.5% of the decline in prevalence between 2002 and 2009 7. However, English studies also found that while the broadcast of TV MMCs was associated with an increase in calls to the national Quitline, there was no significant impact on either prescribed or over‐the‐counter (OTC) nicotine replacement therapy (NRT) 8. Campaigns that generated negative emotions were the most recalled, but recall did not necessarily translate into quitting behaviour 9.…”

Section: Introductionmentioning

confidence: 99%

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The impact of TV mass media campaigns on calls to a National Quitline and the use of prescribed nicotine replacement therapy: a structural vector autoregression analysis

et al. 2017

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AimsTo estimate (1) the immediate impact; (2) the cumulative impact; and (3) the duration of impact of Scottish tobacco control TV mass media campaigns (MMCs) on smoking cessation activity, as measured by calls to Smokeline and the volume of prescribed nicotine replacement therapy (NRT).DesignMultivariate time–series analysis using secondary data on population level measures of exposure to TV MMCs broadcast and smoking cessation activity between 2003 and 2012.Setting and participantsPopulation of Scotland.MeasurementsAdult television viewer ratings (TVRs) as a measure of exposure to Scottish mass media campaigns in the adult population; monthly calls to NHS Smokeline; and the monthly volume of prescribed NRT as measured by gross ingredient costs (GIC).FindingsTobacco control TVRs were associated with an increase in calls to Smokeline but not an increase in the volume of prescribed NRT. A 1 standard deviation (SD) increase of 194 tobacco control TVRs led to an immediate and significant increase of 385.9 [95% confidence interval (CI) = 171.0, 600.7] calls to Smokeline (unadjusted model) within 1 month. When adjusted for seasonality the impact was reduced, but the increase in calls remained significant (226.3 calls, 95% CI = 37.3, 415.3). The cumulative impact on Smokeline calls remained significant for 6 months after broadcast in the unadjusted model and 18 months in the adjusted model. However, an increase in tobacco control TVRs of 194 failed to have a significant impact on the GIC of prescribed NRT in either the unadjusted (£1361.4, 95% CI = –£9138.0, £11860.9) or adjusted (£6297.1, 95% CI = –£2587.8, £15182.1) models.ConclusionsTobacco control television mass media campaigns broadcast in Scotland between 2003 and 2012 were effective in triggering calls to Smokeline, but did not increase significantly the use of prescribed nicotine replacement therapy by adult smokers. The impact on calls to Smokeline occurred immediately within 1 month of broadcast and was sustained for at least 6 months.

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Examining the influence of tobacco control mass media campaign expenditure on the association between motivation to stop smoking and quit attempts: A prospective study in England

Jackson

Shahab

Brown

2023

Addictive Behaviors

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The impact of media campaigns on smoking cessation activity: a structural vector autoregression analysis

Cited by 34 publications

References 29 publications

The freeze on mass media campaigns in England: a natural experiment of the impact of tobacco control campaigns on quitting behaviour

The freeze on mass media campaigns in England: a natural experiment of the impact of tobacco control campaigns on quitting behaviour

The impact of TV mass media campaigns on calls to a National Quitline and the use of prescribed nicotine replacement therapy: a structural vector autoregression analysis

Examining the influence of tobacco control mass media campaign expenditure on the association between motivation to stop smoking and quit attempts: A prospective study in England

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