Televised Antismoking Advertising: Effects of Level and Duration of Exposure

Abstract

OBJECTIVES: We assessed the effects of levels and duration of exposure to televised antismoking advertising on cognitive and behavioral changes. METHODS: We used data from a serial cross-sectional telephone survey with weekly interviews of adult smokers and recent quitters in New South Wales, Australia (n = 13,301), between April 2005 and December 2010. We merged survey data with commercial TV ratings data to estimate individuals' exposure to antismoking advertising. RESULTS: Logistic regression analyses indicated that after adjustment for a wide range of potential confounders, exposure to antismoking advertising at levels between 100 and 200 gross rating points per week on average over 6 to..