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ORIGINAL RESEARCH

Antismoking Media Campaign and Tobacco Cessation Outcomes, New York State, 2003-2009

Year Total Advertising Gross Ratings Points (in Thousands) Confirmed Awareness, % (95% CI)
2003 2.186 5.9 (3.4-8.4)
2004 1.928 20.1 (16.9-23.2)
2005 3.304 38.8 (34.5-43.0)
2006 7.185 36.5 (31.4-41.5)
2007 13.742 52.8 (47.6-58.0)
2008 10.985 39.3 (34.9-43.7)
2009 13.065 45.1 (39.6-50.6)

Figure 1. Confirmed awareness of campaign advertisements among smokers in New York State, 2003-2009. Advertising gross ratings points are a market-level aggregate measure of campaign reach and frequency, expressed in thousands. Confirmed awareness represents the proportion of adult smokers who indicated awareness of any New York Tobacco Control Program advertisement and is based on self-reported data in the New York Adult Tobacco Survey, 2003-2009 (N = 8,608). Vertical lines within bars represent 95% confidence intervals (CIs).

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Year Confirmed Awareness, % (95% CI) Seriously Considering Quitting in Next 6 Months, % (95% CI) Intends to Make Quit Attempt in Next 30 Days, % (95% CI) Made at Least 1 Quit Attempt Past 12 Months, % (95% CI)
2003 5.9 (3.4-8.4) 57.2 (52.6-61.7) 26.0 (21.8-30.2) 46.3 (41.9-50.8)
2004 20.1 (16.9-23.2) 57.4 (53.8-61.0) 24.3 (21.0-27.5) 46.3 (43.0-49.6)
2005 38.8 (34.5-43.0) 59.9 (55.4-64.4) 28.5 (24.4-32.6) 49.4 (45.1-49.6)
2006 36.5 (31.4-41.5) 68.7 (63.9-73.4) 32.3 (26.9-37.7) 54.1 (45.1-53.8)
2007 52.8 (47.6-58.0) 69.1 (64.6-73.6) 37.6 (31.8-43.4) 60.0 (55.2-64.8)
2008 39.3 (34.9-43.7) 67.3 (62.9-71.6) 33.9 (29.5-38.3) 57.4 (53.1-61.8)
2009 45.1 (39.6-50.6) 71.4 (66.7-76.2) 34.7 (29.5-39.9) 61.6 (56.7-66.6)

Figure 2. 30-day and 6-month intentions to quit and past-year quit attempts among smokers in New York State, 2003-2009. Confirmed awareness represents the proportion of adult smokers who indicated awareness of any New York Tobacco Control Program advertisement. Confirmed awareness, 6-month quit intentions, 30-day quit intentions, and past 12-month quit attempts are based on self-reported data in the New York Adult Tobacco Survey, 2003-2009 (N = 8,608). Vertical lines within bars represent 95% confidence intervals (CIs).

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Year Confirmed Awareness, % (95% CI) No. of Cigarettes Per Day (95% CI)
2003 5.9 (3.4-8.4) 14.7 (13.7-15.8)
2004 20.1 (16.9-23.2) 15.2 (14.4-16.1)
2005 38.8 (34.5-43.0) 15.3 (14.3-16.4)
2006 36.5 (31.4-41.5) 13.6 (12.4-14.8)
2007 52.8 (47.6-58.0) 12.1 (10.9-13.4)
2008 39.3 (34.9-43.7) 11.1 (10.4-11.9)
2009 45.1 (39.6-50.6) 11.1 (10.3-11.9)

Figure 3. Cigarette consumption among smokers in New York, 2003-2009. Confirmed awareness represents the proportion of adult smokers who indicated awareness of any New York Tobacco Control Program advertisement. Both confirmed awareness and cigarettes per day are based on self-reported data in the New York Adult Tobacco Survey, 2003-2009 (N = 8,608). Vertical lines within bars represent 95% confidence intervals (CIs).

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Year Confirmed Awareness, % (95% CI) NHIS Adult Smoking Prevalence, % (95% CI) New York BRFSS Adult Smoking Prevalence, % (95% CI)
2003 5.9 (3.4-8.4) 21.6 (21.0-22.1) 21.6 (20.3-22.9)
2004 20.1 (16.9-23.2) 20.9 (20.4-21.4) 19.9 (18.7-21.1)
2005 38.8 (34.5-43.0) 20.9 (20.4-21.4) 20.5 (19.2-21.7)
2006 36.5 (31.4-41.5) 20.8 (20.2-21.5) 18.2 (16.9-19.6)
2007 52.8 (47.6-58.0) 19.7 (19.1-20.4) 18.9 (17.5-20.3)
2008 39.3 (34.9-43.7) 20.5 (19.9-21.3) 16.8 (15.6-17.9)
2009 45.1 (39.6-50.6) 20.6 (19.9-21.2) 18.0 (16.6-19.4)

Figure 4. Smoking prevalence among New York adults compared with US adults, 2003-2009. Confirmed awareness represents the proportion of adult smokers who indicated awareness of any New York Tobacco Control Program advertisement and is based on self-reported data in the New York Adult Tobacco Survey, 2003-2009. Adult smoking prevalence is defined as smoking at least 100 cigarettes in lifetime and now smoking some days or every day. Smoking prevalence estimates are generated separately from the National Health Interview Survey (NHIS) (N = 188,637) and the New York Behavioral Risk Factor Surveillance System (BRFSS) (N = 46,315), 2003-2009. Vertical lines within bars represent 95% confidence intervals (CIs).

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