E-cigarette Advertising Expenditures in the US, 2011-2012
E-cigarette Advertising Expenditures in the US, 2011-2012
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DOI：
10.1016/j.amepre.2013.11.003
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发表时间：
2014-04-01
影响因子：
5.5
通讯作者：
Makarenko, Olga
中科院分区：
文献类型：
--
作者：
Kim, Annice E.;Arnold, Kristin Y.;Makarenko, Olga
背景资料：电子烟（e-cigarettes）越来越受欢迎，但这些产品在多大程度上被广告给消费者却知之甚少。目的：估计2011 - 2012年美国在杂志、电视、互联网、报纸和广播上的电子烟广告支出。方法：电子烟广告数据来自领先的媒体情报公司Kantar Media和尼尔森。2011年和2012年电子烟广告支出估计汇总于各媒体渠道。关于广告品牌和市场购买的其他信息（即，结果：总体而言，电子烟在媒体渠道上的广告支出从2011年的640万美元增长到2012年的1830万美元，增长了两倍。在杂志和电视上的支出最高，在报纸和互联网上的支出最低。超过80个独特的品牌做了广告，但蓝色电子烟占据了广告支出的主导地位，占2012年所有电子烟广告支出的76.7%。国内市场的广告购买目标从2011年的54.9%增加到2012年的87.0%。结论：电子烟广告支出正在增加，更注重国内市场和电视广告，这可能会增加消费者对电子烟的认识和使用。联邦政府需要做出努力，要求电子烟公司报告其广告支出。未来的研究应该研究电子烟广告支出和信息内容如何影响消费者对电子烟的认识、兴趣和使用。(C)2014年美国预防医学杂志
Background: Electronic cigarettes (e-cigarettes) are growing in popularity, but little is known about the extent to which these products are advertised to consumers.Purpose: To estimate expenditures for e-cigarette advertising in magazines, TV, the Internet, newspapers, and radio in the U.S. from 2011 to 2012.Methods: E-cigarette advertising data were obtained from leading media intelligence companies, Kantar Media and Nielsen. Estimated e-cigarette advertising expenditures were summarized across media channels for 2011 and 2012. Additional information on brands advertised and market-level buys (i.e., local versus national) also was examined.Results: Overall, e-cigarette advertising expenditures across media channels tripled from $6.4 million in 2011 to $18.3 million in 2012. Expenditures were highest in magazines and TV and lowest in newspapers and on the Internet. More than 80 unique brands were advertised, but blu eCigs dominated ad spending, comprising 76.7% of all e-cigarette advertising expenditures in 2012. National markets were increasingly targeted from 54.9% of ad buys in 2011 to 87.0% of ad buys in 2012.Conclusions: E-cigarette advertising expenditures are increasing, with a greater focus on national markets and TV ads, which will likely increase consumer awareness and use of e-cigarettes in the future. Federal-level efforts are needed to mandate that e-cigarette companies report their advertising expenditures. Future studies should examine how e-cigarette advertising expenditures and message content influence consumer awareness of, interest in, and use of e-cigarettes. (C) 2014 American Journal of Preventive Medicine