The 130th Annual Meeting of APHA

3137.0: Monday, November 11, 2002 - 12:31 PM

Abstract #43435

Television viewing patterns and youths' exposure to anti-tobacco television advertisements

Lois Biener, PHD, Center for Survey Research, University of Massachusetts, Boston, 100 Morrissey Blvd, Boston, MA 02125, 617-287-7200,

Assessing youths' exposure to antitobacco television advertisements is vital for any evaluation of campaign effectiveness, assuming that the hypothesis to be tested is that greater levels of exposure will result in reduced likelihood of smoking. Exposure can be assessed from the point of view of the sender (i.e. how much broadcast time is purchased and what proportion of the audience the broadcaster estimates reaching). However, within one state or community, there will not be much variation in purchase patterns. One can approach the problem both from the point of view of the receiver of the media, relying on self-reports of exposure. However, reported low exposure could be due to low attentiveness to the advertisements which could be due to negative attitudes toward tobacco control or other characteristics confounded with likelihood of smoking. Past research suggests that regular viewing habits rather than motivated selection accounts for exposure to specific health programming. This presentation describes a population telephone survey of 2100 adolescents in which TV viewing patterns were correlated with confirmed recall of 8 antitobacco advertisements that had been broadcast during the prior year. Regression analyses demonstrated that the best predictor of number of ads recalled was the number of days per week the respondent watched TV during prime-time viewing hours (7-10pm). Among older adolescents, smokers were less likely than nonsmokers to watch TV during this time period and more likely to watch late night TV. This may indicate that campaigns targeting current smokers should broadcast during later hours.

Learning Objectives:

Keywords: Adolescent Health, Media Campaigns

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Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Massachusetts Tobacco Control Program, Massachusetts Dept. of Public Health; American Legacy Foundation; Philip Morris Tobacco Company; Lorrilard Tobacco Company
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: I receive research support from the Massachusetts Tobacco Control Program. In addition, I chair the evaluation advisory panel for the American Legacy Foundation.

Developing Measures of Exposure to Pro- and Anti-Tobacco Mass Media

The 130th Annual Meeting of APHA