RTI International, Research Triangle Park, NC, United States.
RTI International, Washington, DC, United States.
J Med Internet Res. 2024 Nov 5;26:e55311. doi: 10.2196/55311.
Evaluation research increasingly needs alternatives to target or gross rating points to comprehensively measure total exposure to modern multichannel public education campaigns that use multiple channels, including TV, radio, digital video, and paid social media, among others. Ratings data typically only capture delivery of broadcast media (TV and radio) and excludes other channels. Studies are needed to validate objective cross-channel metrics such as impressions against self-reported exposure to campaign messages.
This study aimed to examine whether higher a volume of total media campaign impressions is predictive of individual-level self-reported campaign exposure in California.
We analyzed over 3 years of advertisement impressions from the California Tobacco Prevention Program's statewide tobacco education campaigns from August 2019 through December 2022. Impressions data varied across designated market areas (DMAs) and across time. These data were merged to individual respondents from 45 waves of panel survey data of Californians aged 18-55 years (N=151,649). Impressions were merged to respondents based on respondents' DMAs and time of survey completion. We used logistic regression to estimate the odds of respondents' campaign recall as a function of cumulative and past 3-month impressions delivered to each respondent's DMA.
Cumulative impressions were positively and significantly associated with recall of each of the Flavors Hook Kids (odds ratio [OR] 1.15, P<.001), Dark Balloons and Apartment (OR 1.20, P<.001), We Are Not Profit (OR 1.36, P<.001), Tell Your Story (E-cigarette, or Vaping, product use Associated Lung Injury; OR 1.06, P<.05), and Thrown Away and Little Big Lies (OR 1.05, P<.01) campaigns. Impressions delivered in the past 3 months were associated with recall of the Flavors Hook Kids (OR 1.13, P<.001), Dark Balloons and Apartment (OR 1.08, P<.001), We Are Not Profit (OR 1.14, P<.001), and Thrown Away and Little Big Lies (OR 1.04, P<.001) campaigns. Past 3-month impressions were not significantly associated with Tell Your Story campaign recall. Overall, magnitudes of these associations were greater for cumulative impressions. We visualize recall based on postestimation predicted values from our multivariate logistic regression models.
Variation in cumulative impressions for California Tobacco Prevention Program's long-term multichannel tobacco education campaign is predictive of increased self-reported campaign recall, suggesting that impressions may be a valid proxy for potential campaign exposure. The use of impressions for purposes of evaluating public education campaigns may help address current methodological limitations arising from the fragmented nature of modern multichannel media campaigns.
评估研究越来越需要替代目标或总评分点，以全面衡量使用多种渠道（包括电视、广播、数字视频和付费社交媒体等）的现代多渠道公共教育活动的总暴露情况。收视率数据通常仅捕捉广播媒体（电视和广播）的投放情况，而不包括其他渠道。需要研究验证客观的跨渠道指标，例如对活动信息的自我报告暴露情况的印象。
本研究旨在检验加利福尼亚州的总媒体活动印象数量是否可预测个体层面的自我报告活动暴露情况。
我们分析了 2019 年 8 月至 2022 年 12 月期间加利福尼亚州烟草预防计划全州烟草教育活动的超过 3 年的广告印象数据。印象数据因指定市场区域（DMA）和时间而异。这些数据与加利福尼亚州年龄在 18-55 岁之间的 45 波面板调查数据的个体受访者（N=151,649）进行了合并。印象数据根据受访者的 DMA 和调查完成时间与受访者进行了合并。我们使用逻辑回归来估计受访者对每个受访者 DMA 投放的累积和过去 3 个月的印象的活动回忆的可能性。
累积印象与每个活动的回忆呈正相关且显著相关，这些活动包括 Flavors Hook Kids（比值比 [OR] 1.15，P<.001）、Dark Balloons and Apartment（OR 1.20，P<.001）、We Are Not Profit（OR 1.36，P<.001）、Tell Your Story（与电子烟或蒸气相关的肺损伤；OR 1.06，P<.05）和 Thrown Away and Little Big Lies（OR 1.05，P<.01）。过去 3 个月投放的印象与 Flavors Hook Kids（OR 1.13，P<.001）、Dark Balloons and Apartment（OR 1.08，P<.001）、We Are Not Profit（OR 1.14，P<.001）和 Thrown Away and Little Big Lies（OR 1.04，P<.001）的回忆呈正相关。过去 3 个月的印象与 Tell Your Story 活动的回忆没有显著相关性。总的来说，累积印象的这些关联的程度对于累积印象来说更大。我们根据多元逻辑回归模型的后估计预测值来可视化回忆。
加利福尼亚州烟草预防计划长期多渠道烟草教育活动的累积印象量变化可预测自我报告活动回忆的增加，这表明印象可能是潜在活动暴露的有效代表。为评估公共教育活动而使用印象可能有助于解决当前由于现代多渠道媒体活动的分散性质而产生的方法学限制。
