Centre for Behavioural Research in Cancer, Cancer Council Victoria Melbourne, Australia.
Nicotine Tob Res. 2013 Feb;15(2):385-92. doi: 10.1093/ntr/nts134. Epub 2012 Sep 4.
To determine whether greater mass media campaign exposure may assist recent quitters to avoid relapse.
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.
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.
Greater exposure to tobacco-control mass media campaigns may reduce the likelihood of relapse among recent quitters.
确定更多的大众媒体宣传是否有助于最近戒烟者避免复吸。
利用数据收集日期和邮政编码，将通过总收视率（GRPs）衡量的电视烟草控制广告暴露的媒体市场估计与一个补充的、过去一年中戒烟的 443 名澳大利亚人的队列研究合并。参与者在戒烟前的人口统计学和吸烟特征，以及戒烟后广告暴露的情况，用于预测一年后的复吸情况。
在多变量分析中，在基线戒烟后的三个月内，每增加 100 个 GRPs（即一个反吸烟广告）的暴露量，与随访时不吸烟的几率增加 5%相关（OR=1.05，95%CI 1.02-1.07，p<0.001）。这种关系是线性的，不受基线访谈前戒烟时间长短的影响。在基线戒烟访谈后三个月的平均 1081 个 GRPs 中，预测随访时戒烟的概率为 52%，而最低（0）和最高（3541）GRPs 分别为 41%和 74%。
更多地接触烟草控制大众媒体宣传可能会降低最近戒烟者复吸的可能性。
