Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media

Background Reflecting the increasing prevalence of online media, many mass media health campaigns are now delivered using both television (TV) and online media formats. The aim of this study was to evaluate a smoking cessation mass media campaign according to the cost-effectiveness of the various combinations of TV and online media formats to inform future media buying decisions. Methods A quasi-experimental interrupted time series approach was employed. The campaign was delivered in seven 1-week bursts using TV, online video (OV), or online display (OD) (e.g., banner ads) formats in isolation and in various combinations over a 13-week period. Campaign bursts were separated by “off-weeks” in which no campaign materials were delivered. Assessed outcomes were the number of campaign response “events” recorded (campaign web page views, calls to a smoking cessation telephone service, and registrations for smoking cessation services). The cost-effectiveness of each individual and combined media format condition in terms of these outcome variables was calculated using attributed production and broadcasting costs. Results Overall, OD alone was found to be the most cost-effective means of achieving the nominated campaign outcomes, followed by a combination of OV and OD and a combination of TV and OV. The use of TV in isolation was the least cost-effective. Conclusion The results of this evaluation indicate that online media constitute a promising means of enhancing the cost-effectiveness of smoking cessation campaigns. Future research assessing a broader range of outcomes, especially smoking cessation, is needed to provide a more comprehensive account of the cost-effectiveness of various campaign media.

[1]  J. Nonnemaker,et al.  Effect of a National Tobacco Public Education Campaign on Youth’s Risk Perceptions and Beliefs About Smoking , 2018, American journal of health promotion : AJHP.

[2]  J. Flanagan,et al.  The Integrative Review. , 2018, International journal of nursing knowledge.

[3]  S. Soneji,et al.  Online Tobacco Marketing and Subsequent Tobacco Use , 2018, Pediatrics.

[4]  B. Kelly,et al.  The Effects of Digital Marketing of Unhealthy Commodities on Young People: A Systematic Review , 2018, Nutrients.

[5]  C. Moodie,et al.  The Continuing Presence of Tobacco and Alcohol Products in Media That Target Young People: A Commentary on Russell et al. (2017). , 2017, Journal of studies on alcohol and drugs.

[6]  P. Shafer,et al.  Perceived Effectiveness of Antismoking Ads and Association with Quit Attempts Among Smokers: Evidence from the Tips From Former Smokers Campaign , 2017, Health communication.

[7]  K. Ribisl,et al.  A National Study of Social Media, Television, Radio, and Internet Usage of Adults by Sexual Orientation and Smoking Status: Implications for Campaign Design , 2017, International journal of environmental research and public health.

[8]  J. Niederdeppe,et al.  Market-level exposure to state antismoking media campaigns and public support for tobacco control policy in the United States, 2001–2002 , 2017, Tobacco Control.

[9]  P. Czobor,et al.  Physical Aggression and Concurrent Alcohol and Tobacco Use Among Adolescents , 2017, International Journal of Mental Health and Addiction.

[10]  K. Namkoong,et al.  Communication, Reasoning, and Planned Behaviors: Unveiling the Effect of Interactive Communication in an Anti-Smoking Social Media Campaign , 2017, Health communication.

[11]  Annice E Kim,et al.  Does Digital Video Advertising Increase Population-Level Reach of Multimedia Campaigns? Evidence From the 2013 Tips From Former Smokers Campaign , 2016, Journal of medical Internet research.

[12]  Hyojung Park,et al.  Tweeting as Health Communication: Health Organizations’ Use of Twitter for Health Promotion and Public Engagement , 2016, Journal of health communication.

[13]  K. Davis.  Determinants and Predictive Validity of Perceived Effectiveness for Antismoking Ads: Evidence from the Tips from Former Smokers Campaign , 2015 .

[14]  B. Freeman,et al.  Social media campaigns that make a difference: what can public health learn from the corporate sector and other social change marketers? , 2015, Public health research & practice.

[15]  Jacob B. Depue,et al.  Encoded Exposure to Tobacco Use in Social Media Predicts Subsequent Smoking Behavior , 2015, American journal of health promotion : AJHP.

[16]  J. Nonnemaker,et al.  A cost-effectiveness analysis of the first federally funded antismoking campaign. , 2015, American journal of preventive medicine.

[17]  Victor U. Ekpu,et al.  The Economic Impact of Smoking and of Reducing Smoking Prevalence: Review of Evidence , 2015, Tobacco use insights.

[18]  Larbi,et al.  The Impact of a State-Sponsored Mass Media Campaign on Use of Telephone Quitline and Web-Based Cessation Services , 2014, Preventing chronic disease.

[19]  Donley T. Studlar,et al.  Conceptualizing punctuated and non-punctuated policy change: tobacco control in comparative perspective , 2014 .

[20]  Wen-Ying Sylvia Chou,et al.  Predictors of eHealth Usage: Insights on The Digital Divide From the Health Information National Trends Survey 2012 , 2014, Journal of medical Internet research.

[21]  T. Langley,et al.  Economic evaluations of tobacco control mass media campaigns: a systematic review , 2014, Tobacco Control.

[22]  S. Pettigrew,et al.  A cost‐effectiveness analysis of online, radio and print tobacco control advertisements targeting 25–39 year‐old males , 2014, Australian and New Zealand journal of public health.

[23]  S. Michie,et al.  How effective and cost-effective was the national mass media smoking cessation campaign ‘Stoptober’? , 2014, Drug and alcohol dependence.

[24]  Y. Kashima,et al.  Assessing the effectiveness of antismoking television advertisements: do audience ratings of perceived effectiveness predict changes in quitting intentions and smoking behaviours? , 2013, Tobacco Control.

[25]  J. Carroll,et al.  A New Dimension of Health Care: Systematic Review of the Uses, Benefits, and Limitations of Social Media for Health Communication , 2013, Journal of medical Internet research.

[26]  Becky Freeman,et al.  New media and tobacco control , 2012, Tobacco Control.

[27]  Emily Brennan,et al.  Mass media campaigns to promote smoking cessation among adults: an integrative review , 2012, Tobacco Control.

[28]  E. Mohammadi,et al.  Barriers and facilitators related to the implementation of a physiological track and trigger system: A systematic review of the qualitative evidence , 2017, International journal for quality in health care : journal of the International Society for Quality in Health Care.

[29]  Sally M. Dunlop,et al.  The case for recycling and adapting anti-tobacco mass media campaigns , 2010, Tobacco Control.

[30]  W. Chou,et al.  Social Media Use in the United States: Implications for Health Communication , 2009, Journal of medical Internet research.

[31]  Simon Chapman,et al.  Impact of tobacco control policies and mass media campaigns on monthly adult smoking prevalence. , 2008, American journal of public health.

[32]  U. Bauer,et al.  Effectiveness and cost effectiveness of television, radio and print advertisements in promoting the New York smokers’ quitline , 2007, Tobacco Control.

[33]  D. Austin,et al.  The association between advertising and calls to a tobacco quitline , 2007, Tobacco Control.

[34]  R. Willke,et al.  Good research practices for cost-effectiveness analysis alongside clinical trials: the ISPOR RCT-CEA Task Force report. , 2005, Value in health : the journal of the International Society for Pharmacoeconomics and Outcomes Research.

[35]  T. Marmor,et al.  Tobacco Control in Comparative Perspective: , 2004, Unfiltered.

[36]  Prasad A. Naik,et al.  Understanding the Impact of Synergy in Multimedia Communications , 2003 .

[37]  David T Levy,et al.  Reductions in smoking prevalence and cigarette consumption associated with mass-media campaigns. , 2002, Health education research.

[38]  R. Snow,et al.  Review of the Evidence. , 1964, Science.

[39]  R. Topor-Madry,et al.  Mass media interventions for smoking cessation in adults. , 2017, The Cochrane database of systematic reviews.

[40]  Emmanuel Olorunleke Adewuyi.  Behavior Change Communication Using Social Media : A Review , 2016 .

[41]  L. Biener,et al.  Massachusetts Adult Tobacco Survey: Tobacco Use and Attitudes After Seven Years of The Massachusetts Tobacco Control Program, Technical Report & Tables 1993 — 2000 , 2001 .

[42]  Robert C. Wolpert,et al.  A Review of the , 1985 .