The impact of TV mass media campaigns on calls to a national quitline and the use of prescribed nicotine replacement therapy: a Structural vector autoregression analysis
Aims: To estimate 1) the immediate impact; 2) the cumulative impact; and 3) the duration of impact of Scottish tobacco control TV mass media campaigns (MMCs) on smoking cessation activity, as measured by calls to Smokeline and the volume of prescribed nicotine replacement therapy (NRT). Design: M...
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| Format: | Article |
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Wiley
2017
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| Online Access: | https://eprints.nottingham.ac.uk/40600/ |
| _version_ | 1848796095829770240 |
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| author | Haghpanahan, Houra Mackay, Daniel F. Pell, Jill P. Bell, David Langley, Tessa Haw, Sally |
| author_facet | Haghpanahan, Houra Mackay, Daniel F. Pell, Jill P. Bell, David Langley, Tessa Haw, Sally |
| author_sort | Haghpanahan, Houra |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Aims: To estimate 1) the immediate impact; 2) the cumulative impact; and 3) the duration of impact of Scottish tobacco control TV mass media campaigns (MMCs) on smoking cessation activity, as measured by calls to Smokeline and the volume of prescribed nicotine replacement therapy (NRT).
Design: Multivariate time series analysis using secondary data on population level measures of exposure to TV MMCs broadcast and smoking cessation activity between 2003 and 2012.
Setting and participants: Population of Scotland.
Measurements: Adult television viewer ratings (TVRs) as a measure of exposure to Scottish mass media campaigns in the adult population; monthly calls to NHS Smokeline; and the monthly volume of prescribed NRT as measured by gross ingredient costs (GIC).
Findings: Tobacco control TVRs were associated with an increase in calls to Smokeline but not an increase in the volume of prescribed NRT. A one standard deviation increase of 194 tobacco control TVRs led to an immediate and significant increase of 385.9 (95% CI: 171.0, 600.7) calls to Smokeline (unadjusted model) within one month. When adjusted for seasonality the impact was reduced but the increase in calls remained significant (226.3 calls, 95% CI: 37.3, 415.3). The cumulative impact on Smokeline calls remained significant for 6 months after broadcast in the unadjusted model and 18 months in the adjusted model. However, an increase in tobacco control TVRs of 194 failed to have a significant impact on the GIC of prescribed NRT in either the unadjusted (£1361.4, 95% CI: - £9138.0, £11860.9) or adjusted (£6297.1, 95% CI: -£2587.8, £15182.1) models.
Conclusions: Tobacco control television mass media campaigns broadcast in Scotland between 2003 and 2012 were effective in triggering calls to Smokeline but did not significantly increase the use of prescribed nicotine replacement therapy by adult smokers. The impact on calls to Smokeline occurred immediately within one month of broadcast and was sustained for at least 6 months. |
| first_indexed | 2025-11-14T19:42:32Z |
| format | Article |
| id | nottingham-40600 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| last_indexed | 2025-11-14T19:42:32Z |
| publishDate | 2017 |
| publisher | Wiley |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-406002020-05-04T18:38:07Z https://eprints.nottingham.ac.uk/40600/ The impact of TV mass media campaigns on calls to a national quitline and the use of prescribed nicotine replacement therapy: a Structural vector autoregression analysis Haghpanahan, Houra Mackay, Daniel F. Pell, Jill P. Bell, David Langley, Tessa Haw, Sally Aims: To estimate 1) the immediate impact; 2) the cumulative impact; and 3) the duration of impact of Scottish tobacco control TV mass media campaigns (MMCs) on smoking cessation activity, as measured by calls to Smokeline and the volume of prescribed nicotine replacement therapy (NRT). Design: Multivariate time series analysis using secondary data on population level measures of exposure to TV MMCs broadcast and smoking cessation activity between 2003 and 2012. Setting and participants: Population of Scotland. Measurements: Adult television viewer ratings (TVRs) as a measure of exposure to Scottish mass media campaigns in the adult population; monthly calls to NHS Smokeline; and the monthly volume of prescribed NRT as measured by gross ingredient costs (GIC). Findings: Tobacco control TVRs were associated with an increase in calls to Smokeline but not an increase in the volume of prescribed NRT. A one standard deviation increase of 194 tobacco control TVRs led to an immediate and significant increase of 385.9 (95% CI: 171.0, 600.7) calls to Smokeline (unadjusted model) within one month. When adjusted for seasonality the impact was reduced but the increase in calls remained significant (226.3 calls, 95% CI: 37.3, 415.3). The cumulative impact on Smokeline calls remained significant for 6 months after broadcast in the unadjusted model and 18 months in the adjusted model. However, an increase in tobacco control TVRs of 194 failed to have a significant impact on the GIC of prescribed NRT in either the unadjusted (£1361.4, 95% CI: - £9138.0, £11860.9) or adjusted (£6297.1, 95% CI: -£2587.8, £15182.1) models. Conclusions: Tobacco control television mass media campaigns broadcast in Scotland between 2003 and 2012 were effective in triggering calls to Smokeline but did not significantly increase the use of prescribed nicotine replacement therapy by adult smokers. The impact on calls to Smokeline occurred immediately within one month of broadcast and was sustained for at least 6 months. Wiley 2017-03-16 Article PeerReviewed Haghpanahan, Houra, Mackay, Daniel F., Pell, Jill P., Bell, David, Langley, Tessa and Haw, Sally (2017) The impact of TV mass media campaigns on calls to a national quitline and the use of prescribed nicotine replacement therapy: a Structural vector autoregression analysis. Addiction, 112 (7). pp. 1229-1237. ISSN 1360-0443 Tobacco Control; Mass Media Campaign; Smoking Cessation; Multivariate Time Series Analysis; Structural Vector Autoregressive Model; NRT http://onlinelibrary.wiley.com/doi/10.1111/add.13793/abstract doi:10.1111/add.13793 doi:10.1111/add.13793 |
| spellingShingle | Tobacco Control; Mass Media Campaign; Smoking Cessation; Multivariate Time Series Analysis; Structural Vector Autoregressive Model; NRT Haghpanahan, Houra Mackay, Daniel F. Pell, Jill P. Bell, David Langley, Tessa Haw, Sally The impact of TV mass media campaigns on calls to a national quitline and the use of prescribed nicotine replacement therapy: a Structural vector autoregression analysis |
| title | The impact of TV mass media campaigns on calls to a national quitline and the use of prescribed nicotine replacement therapy: a Structural vector autoregression analysis |
| title_full | The impact of TV mass media campaigns on calls to a national quitline and the use of prescribed nicotine replacement therapy: a Structural vector autoregression analysis |
| title_fullStr | The impact of TV mass media campaigns on calls to a national quitline and the use of prescribed nicotine replacement therapy: a Structural vector autoregression analysis |
| title_full_unstemmed | The impact of TV mass media campaigns on calls to a national quitline and the use of prescribed nicotine replacement therapy: a Structural vector autoregression analysis |
| title_short | The impact of TV mass media campaigns on calls to a national quitline and the use of prescribed nicotine replacement therapy: a Structural vector autoregression analysis |
| title_sort | impact of tv mass media campaigns on calls to a national quitline and the use of prescribed nicotine replacement therapy: a structural vector autoregression analysis |
| topic | Tobacco Control; Mass Media Campaign; Smoking Cessation; Multivariate Time Series Analysis; Structural Vector Autoregressive Model; NRT |
| url | https://eprints.nottingham.ac.uk/40600/ https://eprints.nottingham.ac.uk/40600/ https://eprints.nottingham.ac.uk/40600/ |