Media strategies for quitline promotion: A comparison of the effectiveness of traditional promotional efforts versus innovative online promotional strategies to increase calls to the quitline

Consumption of tobacco products remains a public health concern with studies showing that few people understand the specific health risks of tobacco use. However, most smokers who are aware of the dangers want to quit. Tobacco campaigns with adequate reach have been shown to increase cessation. This study assessed the reach and utilization of traditional and innovative promotion strategies (digital advertising, Web sites, social media profiles) and their impact on quitline call volume in 22 states from October 2010 to September 2012. Uni- and bi-variable analyses were undertaken to evaluate call volume in response to innovative promotion strategies. Results (n=19 tobacco control programs with complete data) of aggregated quarterly trends in traditional media show average target rating points (a measure of reach and frequency) for TV and radio were 665 (313-1170) and 494 (181-844) per quarter, respectively. Print and out-of- home media expenditures were focused on the 4th quarter of each year with out-of-home advertisements reaching the largest audience, averaging 1,422,417 impressions per 100,000 smokers; followed by print media, averaging 93,909 impressions per 100,000 smokers. Among innovative strategies, social media ads garnered the most impressions, averaging 1,770,417 per 100,000 smokers, followed by digital ads with773,718 per 100,000 smokers and paid search ads averaging 108,219 impressions per 100,000 smokers. Television was the most utilized traditional media, followed by paid radio, out-of-home advertising, and print. Analysis of data over time and across media channels makes this study unique and increases the ability to inform the broader tobacco control and public health community.