Office on Smoking and Health, Centers for Disease Control and Prevention, Atlanta, Georgia.
Office on Smoking and Health, Centers for Disease Control and Prevention, Atlanta, Georgia.
Am J Prev Med. 2021 Mar;60(3 Suppl 2):S107-S112. doi: 10.1016/j.amepre.2020.08.006.
The Centers for Disease Control and Prevention's Tips From Former Smokers® campaign encourages smokers to get help with quitting smoking by promoting 1-800-QUIT-NOW. Campaign advertisements featuring an offer of help with obtaining free cessation medication aired nationally on radio for 2 weeks in 2016. Similar advertisements aired nationally on TV for 3 weeks in 2017. The comparison period of 2016 radio campaign and 2017 TV campaign was used to examine the characteristics of quitline registrants by a media referral source (TV or radio).
Data on the number and demographics of quitline registrants in 2016 and 2017 were obtained from the Centers for Disease Control and Prevention's National Quitline Data Warehouse. The investigators conducted t-tests to assess the demographic differences between registrants who heard about the quitline through the radio advertisements and those who heard about it through the TV advertisements during the comparison period. This analysis was conducted in 2019.
The registrants who heard about the quitline from radio advertisements were more likely to be male, younger, and have more years of education. However, the registrants who heard about the quitline from TV advertisements were more likely to be Black, non-Hispanic, and have fewer years of education.
The findings suggest that the demographic profiles of quitline registrants vary significantly based on how registrants hear about the quitline (via radio or TV). These differences in the characteristics of registrants can help inform the tobacco control mass media purchasing strategies and may enable media efforts to target the specific subgroups of smokers in a better way.
疾病控制与预防中心的“前吸烟者提示”活动鼓励吸烟者通过拨打 1-800-QUIT-NOW 寻求帮助来戒烟。该活动在 2016 年的两周内，通过全国性的广播广告宣传提供免费戒烟药物的帮助。类似的广告在 2017 年的三周内通过全国性的电视广告播出。使用 2016 年广播活动和 2017 年电视活动的对比期，来按媒体推荐来源（电视或广播）来检查戒烟热线注册者的特征。
从疾病控制与预防中心的国家戒烟热线数据仓库中获取 2016 年和 2017 年戒烟热线注册者数量和人口统计学数据。调查人员进行 t 检验，以评估在对比期内通过广播广告了解戒烟热线的注册者和通过电视广告了解戒烟热线的注册者在人口统计学方面的差异。这项分析于 2019 年进行。
通过广播广告了解戒烟热线的注册者更可能是男性、年龄较小、受教育程度较高。然而，通过电视广告了解戒烟热线的注册者更可能是黑人、非西班牙裔，且受教育程度较低。
研究结果表明，戒烟热线注册者的人口统计学特征根据注册者如何了解戒烟热线（通过广播或电视）而有显著差异。注册者特征的这些差异可以帮助告知烟草控制大众媒体购买策略，并可能使媒体能够以更好的方式针对特定的吸烟人群体。
