Institute for Global Tobacco Control, Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland, USA
Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland, USA.
Tob Control. 2023 Dec 13;33(1):122-125. doi: 10.1136/tc-2022-057279.
Electronic nicotine delivery system (ENDS) advertising is associated with ENDS purchase and use. This study assessed trends in ENDS advertisement (ad) expenditures in the USA from 2015 to 2020 overall, by media channel and by advertiser.
Data came from Numerator, which conducts surveillance of ads and estimates expenditures. The estimates are dollars spent (adjusted to 2020) by the advertiser for each ad occurrence for print, radio, television and digital (online, mobile) media channels. ENDS ad expenditures were assessed by quarter, media channel and the top five advertisers based on ad occurrences.
Overall ENDS ad expenditures increased from $38 million in 2015 to $217 million in 2019 before decreasing to a low of $22 million in 2020. By media channel, print expenditures led the channels with more than twice as much spent as television, four times more than radio and 10 times more than digital. By advertiser, JUUL led in ENDS ad expenditures from 2015 to 2020 with almost $189 million spent, followed by British American Tobacco (BAT, $105 million) and Imperial Tobacco ($62 million).
Overall ad expenditures were relatively stable from 2015 to mid-2018 when large expenditures by JUUL and subsequent expenditures by BAT and Imperial Tobacco led to expenditure highs in 2019. E-cigarette and vaping-associated lung injury (EVALI), the JUUL self-imposed ad suspension and COVID-19 likely all played a role in advertising lows in 2020. The absence of popular Puff Bar brand ads from the traditional media channels studied highlights the importance of monitoring direct and indirect advertising on newer media channels like social media.
电子烟广告与电子烟购买和使用有关。本研究评估了 2015 年至 2020 年美国电子烟广告（广告）支出的总体趋势，包括按媒体渠道和广告商分类的情况。
数据来自 Numerator，该公司对广告进行监测并估算支出。这些估算值是广告商为每个广告在印刷、广播、电视和数字（在线、移动）媒体渠道上的每次出现所花费的美元（调整为 2020 年）。根据广告出现次数，按季度、媒体渠道和前五大广告商评估电子烟广告支出。
电子烟广告总支出从 2015 年的 3800 万美元增加到 2019 年的 2.17 亿美元，然后在 2020 年降至 2200 万美元的低点。按媒体渠道划分，印刷支出位居榜首，是电视支出的两倍多，是广播支出的四倍多，是数字支出的十倍多。按广告商划分，2015 年至 2020 年，JUUL 在电子烟广告支出方面处于领先地位，支出近 1.89 亿美元，紧随其后的是英美烟草公司（BAT，1.05 亿美元）和帝国烟草公司（6200 万美元）。
2015 年至 2018 年年中，广告总支出相对稳定，当时 JUUL 支出巨大，随后 BAT 和 Imperial Tobacco 支出增加，导致 2019 年支出达到高峰。电子烟和蒸气相关肺损伤（EVALI）、JUUL 自我暂停广告以及 COVID-19 可能都在 2020 年广告支出下降中发挥了作用。在所研究的传统媒体渠道中没有流行的 Puff Bar 品牌广告，这突显了监测社交媒体等新兴媒体渠道直接和间接广告的重要性。
