Tasmania’s tobacco control mass media campaign program, 2019-2021: Evaluating the impact of traditional and new media on smoking intentions and behaviours (Preprint)

BACKGROUND Tasmania, Australia has a comprehensive tobacco control mass media campaign program that includes traditional (e.g., television) and ‘new’ channels (e.g., social media). OBJECTIVE This study assesses the impact of the 2019-2021 campaign program on smokers’ intentions and behaviours. METHODS We used a tracking survey to assess campaign recall and recognition, intentions to quit, and behavioural actions taken in response to the campaigns. We merged these data with metrics including television target audience rating points (TARPs), digital and Facebook analytics, and Quitline activity data, and conducted regression and time series modelling. RESULTS We found having different creatives within a single campaign burst was associated with higher campaign recall and recognition and an increase in behavioural actions taken. Higher TARPs were associated with higher campaign recall (but not recognition) and an increase in quit intentions, but not an increase in behavioural actions taken. Higher Facebook ad reach was associated with lower recall among survey participants, but recognition was higher when digital channels were used. No systematic trends in Quitline activity were detected over the evaluation period, but Quitline activity was higher when Facebook reach and ad spend were higher. CONCLUSIONS Our evaluation suggests that a variety of creatives should be used simultaneously and supports the continued use of traditional broadcast channels, including television. However, the impact of television on awareness and behaviour may be weakening. We are also one of the first studies to explicitly examine the impact of digital and social media, finding some evidence that they influence quitting-related outcomes.