Last Updated: March 12, 2020
Author: Tobacco Control Program, Vermont Department of Health
In Quarter 1, 2020, the adult cessation campaign prioritized messaging to people who smoke and identify as having a mental health condition. We reached this audience with a mix of traditional and non-traditional media targeting.
Evidence points to the efficacy of mass reach media in tobacco control and prevention. The more times you reach an audience with your message the more effective you are in achieving behavior change. The CDC has exemplified this with its national Tips from Former Smokers Campaign which resulted in an additional 1.83 million quit attempts (in 2014) and an estimated 104,000 successful quits. However, Gross Rating Points (GRPs) – the standard measurement unit for mass media reach – is not a comprehensive look at reach and number of impressions. GRPs are based on written diaries relating to TV and Radio, making it more of a sample. The diaries do not capture the continual migration to digital promotion from mass media. While GRPs tell part of the story for reaching our target audiences, the Tobacco Control Program uses a suite of measures and analytics to improve our performance.
Top three contributing factors in increasing effective media exposure:
1. Media dollars - The more money allocated to paid media, the more likely the target audience is to be reached.
2. Media to be used - We work with experienced contractors to produce media or use evaluated media produced by CDC or other states. Importantly the media used needs to effectively communicate a message and a call-to-action such as steering viewers to 1-800-QUIT-NOW or 802quits.org.
3. Market is researched - By hosting focus groups, participating in national research and collaborating with knowledgeable vendors, we better understand the needs, wants and motivations of our target audiences.
GRPs only reflect quarters in which mass media occurs. The zeros on the chart coincide with months that no media ran.