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This article examines the effectiveness of television advertising and changes in television-audience response in the United States since the 1980s. It concludes that television remains one of the most effective platforms for advertising, despite the rise of digital media and new technological developments. On a single, quality exposure basis, television advertising continues to be highly effective, although the rate of delivery of advertising selling power per gross rating point (GRP) has declined, but the decline is mitigated by the increasing number of households in the United States. Television advertising remains effective despite the potential increase in distracted viewing, but advertisers need to manage the quality of their messages and the media weight of their advertising more carefully than in the past. The persuasion rating point (PRP) offers an accurate measure of that effectiveness.

Many studies have quantified the effects of TV ad spending or gross rating points on brand sales. Yet this effect is likely moderated by the different types of brand-related messages or cues (e.g., logo, brand attributes) embedded in the ads and by the ways (e.g., explicitly or implicitly) these cues are conveyed to TV audiences. The authors thus measure 17 cues often used within ads to build brand awareness (or salience) and brand image and investigate their influence on ad effectiveness. Technically, the study builds a dynamic model to quantify the effects of advertising on sales; builds a robust and interpretable (i.e., nonparametric and sparse) factor model that integrates correlated, left-censored branding cues; and then models the effects of advertising as a function of the factors identified by these cues. An analysis of 177 campaigns aired by 62 brands finds that salience cues (e.g., logo) and benefit and attribute messages moderate ad effectiveness. It also finds that explicit cues are more effective than implicit ones; nonetheless, the primary drivers of ad effectiveness are visual salience cues: the duration and frequency with which the logo and the duration with which the product are displayed. The study can thus suggest ways brand and ad agency managers can improve the effects of creative ad content on sales.

CONTEXT Given the high profile, cost, and vulnerability to budget cuts of mass-reach health education campaigns, researchers have cited the need for media buying strategies. OBJECTIVE The objective of the current study is to fill a gap in the literature by comparing the impact of media flight schedule types in relation to tobacco quitline call volume. DESIGN The retrospective study was designed to determine whether type of media flight schedule (eg, flighting, continuous, pulsing) impacted number of calls to the Maine Tobacco Helpline, while accounting for number of gross rating points (GRPs), seasonality, holidays, and other factors. SETTING Maine has 3 designated market areas (DMAs): Portland/Auburn, Bangor, and Presque Isle. MAIN OUTCOME MEASURES Daily call volume was matched with weekly GRPs. METHODS A negative binomial regression model was created to examine the relationship among media flight schedules, number of GRPs, and call volume. Gross rating points reflect national networks and local cable TV media buys. A second model examined the association between GRP dose levels and call volume. RESULTS The number of GRPs was a significant predictor of call volume (P < .001). Weekly number of GRPs within a media flight schedule was the most important indicator for potential effectiveness. Weekly low-dose GRPs were not effective in increasing calls, indicating a minimum threshold. For every 250 GRPs, 29% (or 73) more calls per week were attributed to the media campaigns (P < .001). Weekly quitline call volume was 21% (or 53 calls) lower during the weeks of Christmas, US Thanksgiving, and US Independence Day. CONCLUSION Type of media flight schedule should be considered in the context of purchasing sufficient weekly, as well as quarterly, rating points to increase tobacco quitline call volume. In addition, our study is the first to quantify and report on lower tobacco quitline call volume during several US holidays.

Introduction To analyze the impact of Truth and state-sponsored anti-tobacco media campaigns on youth smoking in the United States, and their potential to reduce tobacco-related health disparities. Aims and Methods Our study included data from the 2000–2015 Monitoring the Future study, an annual nationally representative survey of youth in 8th (n = 201 913), 10th (n = 194 468), and 12th grades (n = 178 379). Our primary exposure was Gross Rating Points (GRPs) of Truth or state-sponsored anti-tobacco advertisements, from Nielsen Media Research. Modified Poisson regression was used to assess the impact of a respondent’s GRPs on smoking intentions, past 30-day smoking participation, and first and daily smoking initiation. Additive interactions with sex, parental education, college plans, and race/ethnicity were used to test for differential effects of campaign exposure on each outcome. Results Greater campaign exposure (80th vs. 20th GRP percentile) was associated with lower probabilities of smoking intentions among 8th graders, smoking participation among 8th and 12th graders, and initiation among 8th graders. Greater exposure was associated with a greater reduction in the likelihood of smoking participation among 10th and 12th grade males than females; 10th and 12th graders with parents of lower education versus those with a college degree; and 12th graders who did not definitely plan to go to college relative to those who did. Conclusions Media campaign exposure was associated with a lower likelihood of youth smoking behaviors. Associations were more pronounced for groups disproportionately affected by smoking, including youth of lower socioeconomic status. Media campaigns may be useful in reducing smoking disparities and improving health equity. Implications Few recent studies have investigated the impact of anti-tobacco media campaigns on youth smoking and their potential to reduce tobacco-related health disparities in the United States. We found media campaigns—specifically state-sponsored media campaigns—reduced the likelihood of several smoking outcomes among youth, with some evidence that they mitigate disparities for disproportionately affected groups.

Background Our objective was to evaluate the relationship between the “Make The Call, Don't Miss a Beat” national mass media campaign and emergency medical services (EMS) use among women with possible heart attack symptoms. Methods We linked campaign TV public service advertisement data with national EMS activation data for 2010 to 2014. We identified EMS activations (i.e., responses) for possible heart attack symptoms and for unintentional injuries for both women and men. We estimated the impact of the campaign on the fraction of the 1.7 to 15.9 million activations of women with possible heart attack symptoms compared with 1.9 million female activations for unintentional injuries within each EMS agency and month using quasi-binomial logistic regression controlling for time and state. Results Of the 3,175 U S. counties, 90% were exposed to the campaign. However, less than 2% of U.S. counties reached moderate TV exposure (≥300 gross rating points) during the entire campaign period. We did not observe an increase in the fraction of female activations for possible heart attack during periods or in counties with higher campaign exposure. Conclusions This mass media campaign that relied heavily on TV public service advertisements was not associated with increased EMS use by women with possible heart attack symptoms, even among counties that were more highly exposed to the campaign advertisements.

One of the critical decisions in media planning is how to allocate advertising efforts across different media. While studies indicate that marketers can create positive synergy effects by spreading their effort across several media, there is little understanding of how much should be invested in each specific medium to optimize advertising results. In this study, we apply a novel methodology, mixture-amount modeling, which allows advertisers to determine the optimal allocation of advertising effort across media as a function of the total advertising effort. Moreover, we test how the optimal allocation and the resulting response change for consumers with distinctive media usage patterns and varying degrees of product category experience. Based on these results, we quantify the potential synergy between media and calculate the synergistic capacity for specific target groups. We apply the model to data from 52 beauty care advertising campaigns that ran on TV and in magazines in the Netherlands and Belgium. We determine the optimal allocation of advertising investments (measured through Gross Rating Points) to maximize campaign recognition. Our findings support the existence of positive synergistic effects between magazine and TV advertising and illustrate that these effects depend on consumers' media usage and product category experience.

Highlights • 64% of U.S. smokers have been exposed to a tobacco corrective statement. • An interaction was detected between survey year and smoking status. • Broadcast reach to households (43.5%) was comparable to the survey estimate (40.6%). • Exposure frequency, which did not meet CDC Best Practices, was 0.68 exposures/month., In August 2006, U.S. District Court Judge Gladys Kessler ordered four tobacco companies to disseminate court-approved corrective statements on five topics pertaining to health hazards of cigarette smoking. Based on the 2018 Health Information National Trends Survey (HINTS), approximately 50% of U.S. smokers viewed at least one corrective statement via television or newspaper during the first six months of the airings/publications (November 2017–April 2018). Using televised gross rating points (GRPs) and cross-sectional data from the 2018 HINTS (n = 3484) and 2019 HINTS (n = 3331), the current study extends previous ones by estimating broadcast reach/frequency and the moderating effect of survey year on smokers’ exposure to a corrective statement. The weighted percentage of participants who viewed a corrective statement was significantly greater in the 2019 versus 2018 HINTS for smokers (64.3% vs. 50.5%, χ21df = 5.85, p = .01), but not for non-smokers (39% in 2018/2019, χ21df = 0.02; p = .88); this differential effect was evidenced by a significant interaction term (OR = 2.0(1.2, 3.2), p

Background The rapid diffusion of social media in the past decade has allowed community members to sway the discourse on elections. We use analyses of social media to provide insight into why the strong public support 1 year prior to the election did not result in an increased tobacco tax from the 2012 California Proposition 29 vote. Methods Using the Twitter historical Firehose, we chose all tweets on Proposition 29 posted between 1 January and 5 June 2012 differentiating between early and late campaign periods. Tweets were coded for valence, theme and source. We analysed metadata to characterise accounts. Television ratings data in 9 major California media markets were used to show the strength of the 2 campaigns. Results ‘No on 29’ launched television advertising earlier and with much higher household gross rating points (GRPs) than the ‘Yes on 29’ campaign. Among 17 099 relevant tweets from 8769 unique accounts, 53% supported Proposition 29, 27% opposed and 20% were neutral. Just under half (43%) were from accounts affiliated with the campaigns. Two-thirds of campaign messages originated outside California. The ‘Yes’ campaign focused on simple health messages, which were equally represented in both campaign periods. However, anti-tax tweets increased at relative to pro-tax tweets in the second period. Conclusions Although the Prop 29 campaigns did not effectively engage the Californian twitter communities, analysis of tweets provided an earlier indication than public polls of the loss of public supporting this election. Prospective Twitter analysis should be added to campaign evaluation strategies.

Purpose: The ads from the first federally funded national tobacco education campaign, Tips From Former Smokers (Tips), considerably increased quitline calls nationwide. This study evaluates the effect of Tips on state-specific quitline calls. Design: Precampaign, during-campaign, and postcampaign comparison; regression modeling. Setting: All fifty states as well as the District of Columbia. Subjects: Calls to state quitlines. Intervention: Tips. Measures: Tips campaign exposure was measured by gross rating points (GRPs). Calls to quitline’s 1-800-QUIT-NOW were assigned to markets in each state based on their area codes. Analysis: Multivariate regression was used to assess the relationship between calls to state quitlines and media market-level Tips GRPs, while controlling for market and area code characteristics. Results: Nationally, every 100 Tips GRPs per week at the market level was associated with an average of 45 additional quitline calls in each area code (β = 44.65, p < .001). Tips GRPs were associated with significant increases in quitline calls in 46 states and the District of Columbia, of which 11 experienced effects significantly larger than the national average and 5 experienced significantly smaller effects. We were unable to detect statistically significant effects of GRPs on call volumes for four states. Graphically, call volumes in those states followed Tips GRPs. Conclusion: The Tips campaign significantly increased calls to quitlines for almost all the states. These findings underscore the effectiveness of national tobacco media campaigns for reaching state audiences.

Over the past 15 years, U.S. spending on digital advertising has surged, growing sixfold to reach $49.5 billion in 2014.[1][1] Magna Global forecasts that digital will exceed television advertising by the end of 2016.[2][2] Such growth, along with a plethora of computer-driven measures, have caused

Cigarette smoking is a major preventable cause of disease and death among U.S. Hispanics. Tobacco-cessation quitlines have been shown to increase quitting among Hispanics. However, the use of quitlines by this population remains low, especially among Spanish-speaking Hispanics. This study evaluates the promotion of 1-855-DÉJELO-YA (a quitline portal that routes callers to state-specific Spanish-language services) implemented as part of the Centers for Disease Control and Prevention's national Tips From Former SmokersUsing National Cancer Institute data on calls to 1-855-DÉJELO-YA from February 2013 to December 2014, multivariate linear regressions were conducted of weekly area code-level call volume as a function of media market-level Gross Rating Points for Tips Spanish-language TV ads tagged with 1-855-DÉJELO-YA. The models were adjusted for covariates, including market-level population characteristics and state fixed effects. The data were analyzed from October 2017 through April 2018.Greater exposure to Tips Spanish-language ads was associated with increased calls to 1-855-DÉJELO-YA (p0.001). On average, each additional 100 Tips Gross Rating Points per media market increased calls by 0.56 (95% CI=0.45, 0.67) calls/week/area code, representing ≅ 974 additional calls beyond the baseline. Media messages highlighting health consequences of smoking had a greater effect size than messages highlighting health effects of secondhand smoke.A national Spanish-language quitline number could be a useful cessation resource for Spanish-speaking cigarette smokers. Opportunities exist to increase use of this number through a national Spanish-language media campaign, particularly by focusing campaign messages on the health consequences of smoking.

Aims: We investigated the population-level relationship between exposure to brand-specific advertising and brand-specific alcohol use among US youth. Methods: We conducted an internet survey of a national sample of 1031 youth, ages 13–20, who had consumed alcohol in the past 30 days. We ascertained all of the alcohol brands respondents consumed in the past 30 days, as well as which of 20 popular television shows they had viewed during that time period. Using a negative binomial regression model, we examined the relationship between aggregated brand-specific exposure to alcohol advertising on the 20 television shows [ad stock, measured in gross rating points (GRPs)] and youth brand-consumption prevalence, while controlling for the average price and overall market share of each brand. Results: Brands with advertising exposure on the 20 television shows had a consumption prevalence about four times higher than brands not advertising on those shows. Brand-level advertising elasticity of demand varied by exposure level, with higher elasticity in the lower exposure range. The estimated advertising elasticity of 0.63 in the lower exposure range indicates that for each 1% increase in advertising exposure, a brand’s youth consumption prevalence increases by 0.63%. Conclusions: At the population level, underageyouths’ exposure to brand-specific advertising was a significant predictor of the consumption prevalence of that brand, independent of each brand’s price and overall market share. The non-linearity of the observed relationship suggests that youth advertising exposure may need to be lowered substantially in order to decrease consumption of the most heavily advertised brands.

Background The necessary first steps for televised media campaign effects are population exposure and recall. To maximise the impact of campaign funding, it is critical to identify modifiable factors that increase the efficiency of an advertisement reaching the target audience and of their recalling that advertisement. Methods Data come from a serial cross-sectional telephone survey with weekly interviews of adult smokers and recent quitters from the state of New South Wales, Australia, collected between April 2005 and December 2010 (total n=13 301). Survey data were merged with commercial TV ratings data (Gross Rating Points (GRPs)) to estimate individuals’ exposure to antismoking campaigns. Results Multivariable logistic regression analyses indicated that GRPs and broadcasting recency were positively associated with advertisement recall, such that advertisements broadcast more at higher levels or in more recent weeks were more likely to be recalled. Advertisements were more likely to be recalled in their launch phase than in following periods. Controlling for broadcasting parameters, advertisements higher in emotional intensity were more likely to be recalled than those low in emotion; and emotionally intense advertisements required fewer GRPs to achieve high levels of recall than lower emotion advertisements. There was some evidence for a diminishing effect of increased GRPs on recall. Conclusions In order to achieve sufficient levels of population recall of antismoking campaigns, advertisements need to be broadcast at adequate levels in relatively frequent cycles. Advertisements with highly emotional content may offer the most efficient means by which to increase population recall.

OBJECTIVE: To determine whether greater mass media campaign exposure may assist recent quitters to avoid relapse. METHOD: Using date of data collection and postcode, media market estimates of televised tobacco-control advertising exposure measured by gross ratings points (GRPs) were merged with a replenished cohort study of 443 Australians who had quit in the past year. Participants' demographic and smoking characteristics prior to quitting, and advertising exposure in the period after quitting, were used to predict relapse 1 year later. RESULTS: In multivariate analysis, each increase in exposure of 100 GRPs (i.e., 1 anti-smoking advertisement) in the three-month period after the baseline quit was associated with a 5% increase in the odds of not smoking at follow-up (OR = 1.05, 95% CI 1.02-1.07, p < 0.001). This relationship was linear and unmodified by length of time quit prior to the baseline interview. At the mean value of 1081 GRPs in the 3 months after the baseline-quit interview, the predicted probability of being quit at follow-up was 52%, whereas it was 41% for the minimum (0) and 74% for the maximum (3,541) GRPs. CONCLUSION: Greater exposure to tobacco-control mass media campaigns may reduce the likelihood of relapse among recent quitters.

Introduction We estimated changes in call volume in the United States in response to increases in advertising doses of the Tips From Former Smokers (Tips) campaign, the first federal national tobacco education campaign, which aired for 12 weeks from March 19 to June 10, 2012. We also measured the effectiveness of ad taglines that promoted calls directly with a quitline number (1-800-QUIT-NOW) and indirectly with a cessation help website (Smokefree.gov). Methods Multivariate regressions estimated the weekly number of calls to 1–800-QUIT-NOW by area code as a function of weekly market-level gross rating points (GRPs) from CDC’s Tips campaign in 2012. The number of quitline calls attributable solely to Tips was predicted. Results For quitline-tagged ads, an additional 100 television GRPs per week was associated with an increase of 89 calls per week in a typical area code in the United States (P < .001). The same unit increase in advertising GRPs for ads tagged with Smokefree.gov was associated with an increase of 29 calls per week in any given area code (P < .001). We estimated that the Tips campaign was responsible for more than 170,000 additional calls to 1–800-QUIT-NOW during the campaign and that it would have generated approximately 140,000 additional calls if all ads were tagged with 1–800-QUIT-NOW. Conclusion For campaign planners, these results make it possible to estimate 1) the likely impact of tobacco prevention media buys and 2) the additional quitline capacity needed at the national level should future campaigns of similar scale use 1–800-QUIT-NOW taglines exclusively.

Marketing is increasingly recognized as a potentially important contributor to youth drinking, yet few studies have examined the relationship between advertising exposure and alcohol consumption among underage youth at the brand level.To examine the relationship between brand-specific exposure to alcohol advertising among underage youth and the consumption prevalence of each brand in a national sample of underage drinkers.We analyzed the relationship between population-level exposure of underage youth ages 12-20 to brand-specific alcohol advertising in national magazines and television programs and the 30-day consumption prevalence--by brand--among a national sample of underage drinkers ages 13-20. Underage youth exposure to alcohol advertising by brand for each month in 2011, measured in gross rating points (GRPs, a standard measure of advertising exposure), was obtained from GfK MRI (a media consumer research company) and Nielsen for all measured national issues of magazines and all national television programs, respectively. The 30-day consumption prevalence for each brand was obtained from a national survey of 1031 underage drinkers conducted between December 2011 and May 2012.Underage youth were more than five times more likely to consume brands that advertise on national television and 36% more likely to consume brands that advertise in national magazines. The consumption prevalence of a brand increased by 36% for each 1.5 standard deviation (50 GRPs) increase in television adstock among underage youth and by 23% for each 1.5 standard deviation (10 GRPs) increase in magazine adstock.These findings suggest that alcohol advertising influences an important aspect of drinking behavior--brand choice--among youth who consume alcohol.

Objectives. We investigated the frequency of alcohol ads at all 113 subway and streetcar stations in Boston and the patterns of community exposure stratified by race, socioeconomic status, and age. Methods. We assessed the extent of alcohol advertising at each station in May 2009. We measured gross impressions and gross rating points (GRPs) for the entire Greater Boston population and for Boston public school student commuters. We compared the frequency of alcohol advertising between neighborhoods with differing demographics. Results. For the Greater Boston population, alcohol advertising at subway stations generated 109 GRPs on a typical day. For Boston public school students in grades 5 to 12, alcohol advertising at stations generated 134 GRPs. Advertising at stations in low-poverty neighborhoods generated 14.1 GRPs and at stations in high-poverty areas, 63.6 GRPs. Conclusions. Alcohol ads reach the equivalent of every adult in the Greater Boston region and the equivalent of every 5th- to 12th-grade public school student each day. More alcohol ads were displayed in stations in neighborhoods with high poverty rates than in stations in neighborhoods with low poverty rates.

Objective: To assess the extent to which intensity and timing of televised anti-smoking advertising emphasizing the serious harms of smoking influences quit attempts. Methods: Using advertising gross rating points (GRPs), we estimated exposure to tobacco control and nicotine replacement therapy (NRT) advertising in the 3, 4–6, 7–9 and 10–12 months prior to follow-up of a replenished cohort of 3037 Australian smokers during 2002–08. Using generalized estimating equations, we related the intensity and timing of advertising exposure from each source to the likelihood of making a quit attempt in the 3 months prior to follow-up. Results: Tobacco control advertising in the 3-month period prior to follow-up, but not in more distant past periods, was related to a higher likelihood of making a quit attempt. Each 1000 GRP increase per quarter was associated with an 11% increase in making a quit attempt [odds ratio (OR) = 1.11, 95% confidence interval (CI) 1.03–1.19, P = 0.009)]. NRT advertising was unrelated to quit attempts. Conclusions: Tobacco control advertising emphasizing the serious harms of smoking is associated with short-term increases in the likelihood of smokers making a quit attempt. Repeated cycles of higher intensity tobacco control media campaigns are needed to sustain high levels of quit attempts.

The authors conduct a meta-analysis of 751 short-term and 402 long-term direct-to-consumer brand advertising elasticities estimated in 56 studies published between 1960 and 2008. The study finds several new empirical generalizations about advertising elasticity. The most important are as follows: the average short-term advertising elasticity is .12, which is substantially lower than the prior meta-analytic mean of .22; there has been a decline in the advertising elasticity over time; and advertising elasticity is higher (1) for durable goods than nondurable goods, (2) in the early stage than the mature stage of the life cycle, (3) for yearly data than quarterly data, and (4) when advertising is measured in gross rating points than monetary terms. The mean long-term advertising elasticity is .24, which is much lower than the implied mean in the prior meta-analysis (.41). many of the results for short-term elasticity hold for long-term elasticity, with some notable exceptions. The authors discuss the implications of these findings.

A brand choice model for TV advertising management using single-source data is proposed. The model replaces household-specific advertising exposure, which is often used as a covariate in a brand choice model, with gross rating points (GRP), a managerial control variable for advertising. In particular, given daily GRP, a probabilistic model of advertising exposure for heterogeneous customers is integrated into a brand choice model with advertising threshold under a Bayesian framework. Through hierarchical modeling, demographic information on panels provides managerial insights into advertising planning.

In the wake of increasing evidence that youth exposure to alcohol marketing is a risk factor in underage drinking, public health researchers are trying a variety of methods to measure that exposure. Based on lessons learned from more than 20 reports on exposure produced by the Center on Alcohol Marketing and Youth, best practices in data sources, definitions of terms and specific measurement issues such as census versus sampling, identifying the at-risk population and performing basic calculations of gross rating points (GRPs) and GRP ratios are reviewed, using examples from work of the Center and other public health researchers. Specific recommendations for best practices in calculating and reporting exposure metrics are provided, including how to measure and report trends, differentiating between audit and planning perspectives and the importance of measuring exposure at both the category and the brand level. These recommendations are relevant not only to the monitoring of youth exposure to alcohol marketing, but also exposure to marketing for other potentially harmful products such as foods of low nutritional value, tobacco and pharmaceutical drugs. Copyright © 2009 John Wiley & Sons, Ltd.

Objectives. We assessed which types of mass media messages might reduce disparities in smoking prevalence among disadvantaged population subgroups. Methods. We followed 1491 adult smokers over 24 months and related quitting status at follow-up to exposure to antismoking ads in the 2 years prior to the baseline assessment. Results. On average, smokers were exposed to more than 200 antismoking ads during the 2-year period, as estimated by televised gross ratings points (GRPs). The odds of having quit at follow-up increased by 11% with each 10 additional potential ad exposures (per 1000 points, odds ratio [OR] = 1.11; 95% confidence interval [CI] = 1.00, 1.23; P < .05). Greater exposure to ads that contained highly emotional elements or personal stories drove this effect (OR = 1.14; 95% CI 1.02, 1.29; P < .05), which was greater among respondents with low and mid-socioeconomic status than among high–socioeconomic status groups. Conclusions. Emotionally evocative ads and ads that contain personalized stories about the effects of smoking and quitting hold promise for efforts to promote smoking cessation and reduce socioeconomic disparities in smoking.

In this article I examine whether turnout in the 2000 presidential election was influenced by closeness and candidate expenditures. Evidence that closeness affects turnout supports the theory that voters assign more weight to their votes in close elections. Evidence that expenditures increase turnout provides support for the argument that greater mobilization efforts increase turnout in close elections. I test the effect of closeness and expenditures separately and jointly in state- and individual-level multivariate analyses. It is found that closeness affects turnout in the state- and individual-level models when expenditures are omitted. When expenditures are included in the analyses, closeness is rendered insignificant or takes on an unanticipated sign. Although the influence of closeness on turnout is uncertain and variable, expenditure allocation is related to closeness, and in all the analyses, expenditures, measured as presidential advertising and presidential visits, positively impacted t...

In July 2000, the PRI (Institutional Revolutionary Party) lost the presidency of Mexico after 71 years of continuous rule. Research based on individual data obtained with surveys shows that important media effects occurred. Using aggregate data, in this article the author explores the effects of political advertising and media coverage on preferences during the Mexican presidential campaign. Data on voter preferences are taken from results of a trial ballot question in public opinion polls. Data on advertising are measured in gross rating points. Data on media coverage are taken from the monitoring of newscasts on the two major networks. OLS regression models are developed, with preferences as the dependent variable and campaigning differentials as the independent variables. Based on aggregate data, this research shows that in Mexico's 2000 presidential campaign, exposure to political communication led to persuasion, and news appears to have been more important than ads. Political communication was a unif...

INTRODUCTION Previous research has shown that the first federally funded national tobacco education campaign (Tips) increased calls to the national quitline portal (1-800-QUIT-NOW). Quitlines in 13 states have alternate state-specific telephone numbers. This study examined quitline calls to 1-800-QUIT-NOW in states with and without alternate numbers during the Tips campaign. METHODS We used data on calls to 1-800-QUIT-NOW from all US states and the District of Columbia from 2 weeks before to 2 weeks after the 2012 Tips campaign. Similar data were obtained for California's alternate number, 1-800-NO-BUTTS. Multivariate linear models examined whether an interaction existed between Tips exposure, as measured by gross rating points, and presence of an alternate quitline number as well as the effect of Tips on calls to California's 1-800-NO-BUTTS. RESULTS Having an alternate quitline number did not affect the rate of increase in calls to 1-800-QUIT-NOW, but it was associated with lower absolute numbers of calls to 1-800-QUIT-NOW. On average, states with alternate numbers had 98 fewer calls to 1-800-QUIT-NOW per week in a given area code than those without an alternate number (P < .001). In California, Tips gross rating points were positively correlated with calls to 1-800-QUIT-NOW (b = 38.5, P < .001) and to 1-800-NO-BUTTS (b = 14.1, P < .05). CONCLUSIONS The Tips campaign had the same effect in increasing calls to 1-800-QUIT-NOW in states with and without alternate quitline numbers and had a modest spillover effect on calls to California's alternate number. States may consider the advantages and disadvantages of having alternate quitline numbers given continued national promotions of 1-800-QUIT-NOW. IMPLICATIONS This is the first study that assesses whether the impact of a national tobacco education campaign promoting the national quitline portal number was influenced by the presence of state-specific quitline numbers and whether there was any spillover effect on calls to states' alternate quitline numbers. This study provides important information for states to consider the advantages and disadvantages of maintaining state-specific quitline numbers.

I. INTRODUCTION In 2003, the alcohol beverage industry spent more than $1.6 billion on advertising in measured media outlets, including $394 million on ads placed in magazines. Industry critics allege that these activities intentionally target adolescent audiences and thereby contribute importantly to social problems associated with underage alcohol consumption (Center on Alcohol Marketing and Youth [CAMY] 2005b; Center for Science in the Public Interest 2002). The favored regulatory approach has been to advocate a placement standard based on the youth audience expressed as a proportion of the total audience. For example, the CAMY (2002, 2005a) claims that advertisements in media outlets that reach audiences with more than 15% underage youth result in "overexposure" to alcohol ads. Two reports by the Federal Trade Commission (FTC 1999, 2003) advocate a placement threshold of 25% as a best practice response by alcohol companies, and a report by the National Research Council's Institute of Medicine (NRC 2004, p. 138) argues that the industry should move toward a 15% threshold for television and 25% for other media. Other organizations, such as the American Medical Association (2004), support a total statutory ban of alcohol advertising except for ads placed inside of retail and wholesale outlets. Following the FTC's 1999 report, the major companies in the alcohol industry collectively altered their self-regulatory advertising codes and media buying guidelines: Beer Institute's Advertising and Marketing Code; Wine Institute's Code of Advertising Standards; and the Distilled Spirits Council of the United States (DISCUS), Code of Responsible Practices for Beverage Alcohol Advertising and Marketing. The Wine Institute amended its code in 2000 to adopt a 70% adult placement standard. In October 2003, the beer and spirits codes were amended to require that adults constitute at least 70% of the audience for TV, radio, and magazine advertisements, which represents an increase from the previous 50% adult standard (FTC 2003). Furthermore, the revised beer and spirits codes require that industry members conduct postplacement audits, including a third-party review system for controversial beer and spirits advertisements (DISCUS 2005). Do alcohol advertisements target underage youth? The evidence on the affirmative side is based largely on a series of descriptive reports commissioned by an advocacy group, the CAMY (2002, 2005a). CAMY's studies measure the youth audience as a percent of the total audience for different alcohol brands and media outlets, which are aggregated to obtain measures of advertising exposure per capita for youth and adults. For magazines, CAMY's measures of gross rating points (GRPs) account for an advertisement's frequency and reach (audience composition), but fail to account for audience size. Because underage youth constitute about 15% of the total population, CAMY characterizes any audience containing more than 15% adolescents as youth-oriented. This designation is used regardless of other aspects of placement decisions, such as the number of adults in the audience or the number of adult readers per copy (FTC 2003, p. 32). Further, CAMY's studies are descriptive and based on the simplistic notion that targeting occurs whenever the 15% threshold is exceeded. Magazines such as Popular Mechanics and Sports Illustrated with 17% and 25% youth readership, respectively, are characterized as youth-oriented despite other features of the audience and magazine (CAMY 2002a). In addition to audience size, advertising content and costs are ignored by GRP-based measures. Analytical evidence on youth exposure to alcohol advertisements in magazines is provided by two recent regression studies. Garfield et al. (2003) examined the occurrence (counts) of annual alcohol advertising placements for 35 major magazines that tracked youth readerships during 1997-2001. Ad counts that are 0 were apparently excluded. …

Whilst food is the most heavily advertised product category, empirical research into food advertising effectiveness remains somewhat scarce. We analyze 1,022 food commercials and examine differences between food categories on the basis of liking, verified recall, gender, commercial length, media weight and frequency of exposure. Findings suggest that women like and recall food advertising more than men, pet foods; fats, oils and sugars; and condiments are the highest recalled and liked advertisements, and liking accounts for the most variance in recall, followed by ad length. Media weight, measured by flightings and gross rating points, appear to have little or no impact on food advertising recall. Implications are discussed, limitations noted and directions for future research offered.

Exposure is often cited as an explanation for campaign success or failure. A lack of validation evidence for typical exposure measures, however, suggests the possibility of either misdirected measurement or incomplete conceptualization of the idea. If whether people engage campaign content in a basic, rudimentary manner is what matters when we talk about exposure, a recognition-based task should provide a useful measure of exposure, or what we might call encoded exposure, that we can validate. Data from two independent sources, the National Survey of Parents and Youth (NSPY) and purchase data from a national antidrug campaign, offer such validation. Both youth and their parents were much more likely to recognize actual campaign advertisements than to claim recognition of bogus advertisements. Also, gross rating points (GRPs) for a campaign advertisement correlated strikingly with average encoded exposure for an advertisement among both youth (r = 0:82) and their parents (r = 0:53).

Introduction From March 19 through June 10, 2012, the Centers for Disease Control and Prevention launched the first federally funded National Tobacco Education Campaign: Tips From Former Smokers (Tips). This study examined the campaign's impact on quitline callers' intermediate cessation outcomes. Methods We used quitline data from 23 states to examine changes in enrollment, service utilization, quit attempts, and self-reported quitting for 7 days or longer during Tips versus a similar time period in 2011. We used multivariate models to examine the relationship between Tips exposure (measured as gross rating points [GRPs]) and cessation outcomes during the campaign in 2012. We also assessed whether the Tips campaign's impact differed by state tobacco control funding. Results Compared with similar weeks in 2011, the number of quitline callers and callers who received counseling and/or nicotine replacement therapies increased by 88.6% (48,738 in 2011 vs. 91,911 during Tips) and 70.8% (40,546 in 2011 vs. 69,254 during Tips), respectively. Greater numbers of callers reported having made 24-hr quit attempts or quitting for 7 days or longer during the campaign. Higher Tips campaign GRPs were positively associated with quit attempts and with quitting for 7 days or longer among persons from states with higher tobacco control funding. In states with lower funding, the highest GRP group (2,000+ GRPs) had lower levels of cessation compared with the middle GRP group (1,200-1,999 GRPs). Conclusions An evidence-based national tobacco education campaign with adequate reach and frequency can lead to substantial increases in quitline use and, to a lesser degree, intermediate cessation outcomes.

BACKGROUND: Although there is some evidence to support an association between exposure to televised tobacco control campaigns and recall among youth, little research has been conducted among adults. In addition, no previous work has directly compared the impact of different types of emotive campaign content. The present study examined the impact of increased exposure to tobacco control advertising with different types of emotive content on rates and durations of self-reported recall. METHODS: Data on recall of televised campaigns from 1,968 adult smokers residing in England through four waves of the International Tobacco Control (ITC) United Kingdom Survey from 2005 to 2009 were merged with estimates of per capita exposure to government-run televised tobacco control advertising (measured in GRPs, or Gross Rating Points), which were categorised as either “positive” or “negative” according to their emotional content. RESULTS: Increased overall campaign exposure was found to significantly increase probability of recall. For every additional 1,000 GRPs of per capita exposure to negative emotive campaigns in the six months prior to survey, there was a 41% increase in likelihood of recall (OR = 1.41, 95% CI: 1.24–1.61), while positive campaigns had no significant effect. Increased exposure to negative campaigns in both the 1–3 months and 4–6 month periods before survey was positively associated with recall. CONCLUSIONS: Increased per capita exposure to negative emotive campaigns had a greater effect on campaign recall than positive campaigns, and was positively associated with increased recall even when the exposure had occurred more than three months previously.

In the past decade, there has been a tremendous increase in the use of neurophysiological methods to better understand marketing phenomena among academics and practitioners. However, the value of these methods in predicting advertising success remains underresearched. Using a unique experimental protocol to assess responses to 30-second television ads, the authors capture many measures of advertising effectiveness across six commonly used methods (traditional self-reports, implicit measures, eye tracking, biometrics, electroencephalography, and functional magnetic resonance imaging). These measures have been shown to reliably tap into higher-level constructs commonly used in advertising research: attention, affect, memory, and desirability. Using time-series data on sales and gross rating points, the authors attempt to relate individual-level response to television ads in the lab to the ads’ aggregate, market-level elasticities. The authors show that functional magnetic resonance imaging measures explain the most variance in advertising elasticities beyond the baseline traditional measures. Notably, activity in the ventral striatum is the strongest predictor of real-world, market-level response to advertising. The authors discuss the findings and their significant implications for theory, research, and practice.

We propose a simple probabilistic model of zapping behavior of television viewers. Our model might be regarded as a ‘theoretical platform’ to investigate the human collective behavior in the macroscopic scale through the zapping action of each viewer at the microscopic level. The stochastic process of audience measurements as macroscopic quantities such as television program rating point or the so-called gross rating point (GRP for short) are reconstructed using the microscopic modeling of each viewer’s decision making. Assuming that each viewer decides the television station to watch by means of three factors, namely, physical constraints on television controllers, exogenous information such as advertisement of program by television station, and endogenous information given by ‘word-of-mouth communication’ through the past market history, we shall construct an aggregation probability of Gibbs-Boltzmann-type with the energy function. We discuss the possibility for the ingredients of the model system to exhibit the collective behavior due to not exogenous but endogenous information.

Commercial market research firms provide information on advertising variables of interest, such as brand awareness or gross rating points, that are likely to contain measurement errors. This unreliability of measured variables induces bias in the estimated parameters of dynamic models of advertising. Consequently, advertisers either under- or overspend on advertising to maintain a desired level of brand awareness. Monte Carlo studies show that the magnitude of bias can be serious when conventional estimation methods, such as ordinary least squares and errors in variables, are employed to obtain parameter estimates. Therefore, the authors have developed two new approaches that either reduce or eliminate parameter bias. Using these methods, advertisers can determine an unbiased optimal advertising budget, even if advertising variables are measured with error. The application of these methods to estimate the extent of measurement noise in empirical advertising data is illustrated.

This paper argues that much current campaign tracking and econometric modelling is systematically undervaluing good agency planning practice and the potential of media advertising. This is not a reflection on the detailed execution of such projects, but rather on basic design weaknesses and a concentration on average achievements. Unlike other marketing inputs, such as price and distribution, advertising is complex and multi-faceted. For this reason it is unreasonable to expect that it is possible to represent the advertising input adequately with a single expenditure or gross rating points (GRPs) figure. The paper identifies seven component factors within any campaign that could and should be incorporated as analysis factors in any assessment project. The problems of achieving this desirable objective are considered, and the likely benefits discussed. The paper also considers possible frameworks whereby the necessary co-operation between advertisers, agencies and media owners could be achieved.

Objectives. We assessed the effects of levels and duration of exposure to televised antismoking advertising on cognitive and behavioral changes. Methods. We used data from a serial cross-sectional telephone survey with weekly interviews of adult smokers and recent quitters in New South Wales, Australia (n = 13 301), between April 2005 and December 2010. We merged survey data with commercial TV ratings data to estimate individuals’ exposure to antismoking advertising. Results. Logistic regression analyses indicated that after adjustment for a wide range of potential confounders, exposure to antismoking advertising at levels between 100 and 200 gross rating points per week on average over 6 to 9 weeks was associated with an increased likelihood of having (1) salient quitting thoughts and (2) recent quit attempts. Associations between exposure for shorter periods and these outcomes were not significant. Conclusions. Broadcasting schedules may affect the success of antismoking ads. Campaign planners should ensure advertising exposure at adequate frequency over relatively sustained periods to maximize impact.

We propose a simple probabilistic model of zapping process of television viewers. Our model might be regarded as a ‘theoretical platform’ to investigate the human collective behavior in the macroscopic scale through the zapping action of each viewer at the microscopic level. The stochastic process of audience measurements as macroscopic quantities such as television program rating point or the so-called gross rating point (GRP for short) are reconstructed using the microscopic modeling of each viewer's decision making. Assuming that each viewer decides the television station to watch by means of three factors, namely, physical constraints on television controllers, exogenous information such as advertisement of program by television station, and endogenous information given by ‘word-of-mouth communication’ through the past market history, we shall construct an aggregation probability of Gibbs-Boltzmann-type with the energy function. We discuss the possibility for the ingredients of the model system to exhibit the collective behavior due to not exogenous but endogenous information.

Background: In 2012, the US Centers for Disease Control and Prevention (CDC) launched Tips From Former Smokers (Tips) , the first federally funded national tobacco education campaign. In 2013, a follow-up Tips campaign aired on national cable television networks, radio, and other channels, with supporting digital advertising to drive traffic to the Tips campaign website. Objective: The objective of this study was to use geographic and temporal variability in 2013 Tips campaign television media doses and ad tagging to evaluate changes in traffic to the campaign website in response to specific doses of campaign media. Methods: Linear regression models were used to estimate the dose-response relationship between weekly market-level television gross rating points (GRPs) and weekly Web traffic to the Tips campaign website. This relationship was measured using unique visitors, total visits, and page views as outcomes. Ad GRP effects were estimated separately for ads tagged with the Tips campaign website URL and 1-800-QUIT-NOW. Results: In the average media market, an increase of 100 television GRPs per week for ads tagged with the Tips campaign website URL was associated with an increase of 650 unique visitors ( P

SUMMARY The association between exposure to television (TV) food advertising and children’s dietary habits has been well established in previous studies. However, the efficacy of restrictions on TV food advertising in the prevention of childhood obesity remains controversial. The South Korean government has recently enforced a regulation, termed the Special Act on Safety Management of Children’s Dietary Life, which restricts TV advertising of energy-dense and nutrient-poor (EDNP) foods targeting children. This study aimed to determine the impact of this regulation by examining changes in the TV advertising practices of South Korean food companies since the scheduled enforcement date of January 2010. The total advertising budget, number of advertisement placements and gross rating points (GRPs) for advertisements on EDNP foods aired on the five representative TV channels in South Korea were compared and analyzed for the year before and after January 2010. After January 2010, the total adverting budget, number of advertisement placements and GRPs decreased during regulated hours. Even during non-regulated hours, a significant decline was noticed in the number of advertisement placements and GRPs. The total advertising budget for non-EDNP foods increased, whereas that for EDNP foods decreased at a higher rate in addition to a drop in its percentage share. These results suggest positive changes in TV advertising practices of food companies because of the regulation, thereby lowering children’s exposure to TV advertising of EDNP foods and promoting a safer environment that may facilitate child health improvement in South Korea.

"Take Charge. Take the Test." (TCTT), a media campaign promoting HIV testing among African American women, was piloted in Cleveland and Philadelphia from October 2006 to October 2007. This study assesses TCTT's effectiveness in promoting HIV testing information seeking among target audiences in each pilot city. The authors analyzed data on telephone hotlines promoted by the campaign and the www.hivtest.org Web site to examine trends in hotline calls and testing location searches before, during, and after the campaign. Cleveland hotline data were available from October 1, 2005, through February 28, 2008, for a total of 29 months (N = 126 weeks). Philadelphia hotline data were available from May 1, 2006, through February 28, 2008, for a total of 22 months (N = 96 weeks). The authors assessed the relation between market-level measures of the campaign's advertising activities and trends in hotline call volume and testing location searches. They found a significant relation between measures of TCTT advertising and hotline calls. Specifically, they found that increases in advertising gross ratings points were associated with increases in call volume, controlling for caller demographics and geographic location. The campaign had similar effects on HIV testing location searches. Overall, it appears the campaign generated significant increases in HIV information seeking. Results are consistent with other studies that have evaluated the effects of media campaigns on similar forms of information seeking. This study illustrates useful methods for evaluating campaign effects on information seeking with data on media implementation, hotline calls, and zip code-based searches for testing locations.

Increasing demand for marketing accountability requires an efficient allocation of marketing expenditures. Managers who know the elasticity of their marketing instruments can allocate their budgets optimally. Meta-analyses offer a basis for deriving benchmark elasticities for advertising. Although they provide a variety of valuable insights, a major shortcoming of prior meta-analyses is that they report only generalized results as the disaggregated raw data are not made available. This problem is highly relevant because coding of empirical studies, at least to a certain extent, involves subjective judgment. For this reason, meta-studies would be more valuable if researchers and practitioners had access to disaggregated data allowing them to conduct further analyses of individual, e.g., product-level-specific, interests. We are the first to address this gap by providing (1) an advertising elasticity database (AED) and (2) empirical generalizations about advertising elasticities and their determinants. Our findings indicate that the average current-period advertising elasticity is 0.09, which is substantially smaller than the value 0f 0.12 that was recently reported by Sethuraman, Tellis, and Briesch (2011). Furthermore, our meta-analysis reveals a wide range of significant determinants of advertising elasticity. For example, we find that advertising elasticities are higher (i) for hedonic and experience goods than for other goods; (ii) for new than for established goods; (iii) when advertising is measured in gross rating points (GRP) instead of absolute terms; and (iv) when the lagged dependent or lagged advertising variable is omitted.

This article evaluates the relative merits of advertising expenditures and gross rating points (GRPs) as alternative measures of advertising exposure. Theoretically, GRPs and appropriately deflated advertising expenditures should provide identical representations of exposure. This hypothesis was tested using Canadian butter advertising data for the period 1984–1989. Our statistical analysis suggested the level of dollar outlays for television advertising and the associated estimated GRPs are positively related; this, however, was not the case in several instances for period-to-period changes in the level of expenditures. Because the problems of measurement errors, quality variation, and aggregation over media are shared by both data series, our tentative conclusion is that in practice GRPs are not necessarily superior to expenditures. © 1992 John Wiley & Sons, Inc.

Objectives. We sought to assess the impact of several tobacco control policies and televised antismoking advertising on adult smoking prevalence. Methods. We used a population survey in which smoking prevalence was measured each month from 1995 through 2006. Time-series analysis assessed the effect on smoking prevalence of televised antismoking advertising (with gross audience rating points [GRPs] per month), cigarette costliness, monthly sales of nicotine replacement therapy (NRT) and bupropion, and smoke-free restaurant laws. Results. Increases in cigarette costliness and exposure to tobacco control media campaigns significantly reduced smoking prevalence. We found a 0.3-percentage-point reduction in smoking prevalence by either exposing the population to televised antismoking ads an average of almost 4 times per month (390 GRPs) or by increasing the costliness of a pack of cigarettes by 0.03% of gross average weekly earnings. Monthly sales of NRT and bupropion, exposure to NRT advertising, and smoke-free restaurant laws had no detectable impact on smoking prevalence. Conclusions. Increases in the real price of cigarettes and tobacco control mass media campaigns broadcast at sufficient exposure levels and at regular intervals are critical for reducing population smoking prevalence.

Advertising effectiveness and Return on Investment (ROI) are typically measured through econometric models that measure the impact of varying levels of advertising Gross Ratings Points (GRPs) on sales or on purchase decision and choice. TV advertising has both dynamic and diminishing returns effects on sales, different models capture these dynamic and nonlinear effects differently. This paper focuses on reviewing the econometric rationale behind the popularized Adstock transformation model that allows the inclusion of lagged and non-linear effects in linear models based on aggregate data.

Evidence strongly suggests that public health communication campaigns can succeed in changing health-related cognitions and behaviors. For many evaluation studies, however, inferences of campaign effects are only valid to the extent that measures of campaign exposure are themselves valid. This study compares the validity of "aided" and "confirmed" ad recall measures in the context of a statewide tobacco countermarketing campaign using data from the Florida Anti-Tobacco Media Evaluation (FAME) surveys. Both aided and confirmed ad recall measures exhibited positive associations with cumulative gross ratings points (GRPs), a measure of the relative availability of specific countermarketing ads on broadcast television. In addition, both recall measures were significant predictors of campaign-targeted beliefs. Confirmed ad recall, however, was not a significantly better predictor of cumulative GRPs or campaign-targeted beliefs than aided ad recall, and the magnitude of association between both recall measures and targeted beliefs was quite small. These findings raise questions about the marginal utility of confirmed ad recall measures, compared with aided ad recall, in public health communication campaign evaluations. Nevertheless, results do provide evidence that both aided and confirmed ad recall measures are valid measures of campaign exposure.

Disparities in tobacco use and smoking cessation by race/ethnicity, education, income, and mental health status remain despite recent successes in reducing tobacco use. It is unclear to what extent media campaigns promote cessation within these population groups. This study aims to (1) assess whether exposure to antitobacco advertising is associated with making a quit attempt within a number of population subgroups, and (2) determine whether advertisement type differentialy affects cessation behavior across subgroups. We used data from the New York Adult Tobacco Survey (NY-ATS), a cross-sectional, random-digit-dial telephone survey of adults aged 18 or older in New York State conducted quarterly from 2003 through 2011 (N = 53,706). The sample for this study consists of 9,408 current smokers from the total NY-ATS sample. Regression methods were used to examine the effect of New York State’s antismoking advertising, overall and by advertisement type (graphic and/or emotional), on making a quit attempt in the past 12 months. Exposure to antismoking advertising was measured in two ways: gross rating points (a measure of potential exposure) and self-reported confirmed recall of advertisements. This study yields three important findings. First, antismoking advertising promotes quit attempts among racial/ethnic minority smokers and smokers of lower education and income. Second, advertising effectiveness is attributable in part to advertisements with strong graphic imagery or negative emotion. Third, smokers with poor mental health do not appear to benefit from exposure to antismoking advertising of any type. This study contributes to the evidence about how cessation media campaigns can be used most effectively to increase quit attempts within vulnerable subgroups. In particular, it suggests that a general campaign can promote cessation among a range of sociodemographic groups. More research is needed to understand what message strategies might work for those with poor mental health.