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Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media

BACKGROUND: Reflecting the increasing prevalence of online media, many mass media health campaigns are now delivered using both television (TV) and online media formats. The aim of this study was to evaluate a smoking cessation mass media campaign according to the cost-effectiveness of the various c...

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Autores principales: Allom, Vanessa, Jongenelis, Michelle, Slevin, Terry, Keightley, Stacey, Phillips, Fiona, Beasley, Sarah, Pettigrew, Simone
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2018
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5876296/
https://www.ncbi.nlm.nih.gov/pubmed/29629366
http://dx.doi.org/10.3389/fpubh.2018.00083
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author Allom, Vanessa
Jongenelis, Michelle
Slevin, Terry
Keightley, Stacey
Phillips, Fiona
Beasley, Sarah
Pettigrew, Simone
author_facet Allom, Vanessa
Jongenelis, Michelle
Slevin, Terry
Keightley, Stacey
Phillips, Fiona
Beasley, Sarah
Pettigrew, Simone
author_sort Allom, Vanessa
collection PubMed
description BACKGROUND: Reflecting the increasing prevalence of online media, many mass media health campaigns are now delivered using both television (TV) and online media formats. The aim of this study was to evaluate a smoking cessation mass media campaign according to the cost-effectiveness of the various combinations of TV and online media formats to inform future media buying decisions. METHODS: A quasi-experimental interrupted time series approach was employed. The campaign was delivered in seven 1-week bursts using TV, online video (OV), or online display (OD) (e.g., banner ads) formats in isolation and in various combinations over a 13-week period. Campaign bursts were separated by “off-weeks” in which no campaign materials were delivered. Assessed outcomes were the number of campaign response “events” recorded (campaign web page views, calls to a smoking cessation telephone service, and registrations for smoking cessation services). The cost-effectiveness of each individual and combined media format condition in terms of these outcome variables was calculated using attributed production and broadcasting costs. RESULTS: Overall, OD alone was found to be the most cost-effective means of achieving the nominated campaign outcomes, followed by a combination of OV and OD and a combination of TV and OV. The use of TV in isolation was the least cost-effective. CONCLUSION: The results of this evaluation indicate that online media constitute a promising means of enhancing the cost-effectiveness of smoking cessation campaigns. Future research assessing a broader range of outcomes, especially smoking cessation, is needed to provide a more comprehensive account of the cost-effectiveness of various campaign media.
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spelling pubmed-58762962018-04-06 Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media Allom, Vanessa Jongenelis, Michelle Slevin, Terry Keightley, Stacey Phillips, Fiona Beasley, Sarah Pettigrew, Simone Front Public Health Public Health BACKGROUND: Reflecting the increasing prevalence of online media, many mass media health campaigns are now delivered using both television (TV) and online media formats. The aim of this study was to evaluate a smoking cessation mass media campaign according to the cost-effectiveness of the various combinations of TV and online media formats to inform future media buying decisions. METHODS: A quasi-experimental interrupted time series approach was employed. The campaign was delivered in seven 1-week bursts using TV, online video (OV), or online display (OD) (e.g., banner ads) formats in isolation and in various combinations over a 13-week period. Campaign bursts were separated by “off-weeks” in which no campaign materials were delivered. Assessed outcomes were the number of campaign response “events” recorded (campaign web page views, calls to a smoking cessation telephone service, and registrations for smoking cessation services). The cost-effectiveness of each individual and combined media format condition in terms of these outcome variables was calculated using attributed production and broadcasting costs. RESULTS: Overall, OD alone was found to be the most cost-effective means of achieving the nominated campaign outcomes, followed by a combination of OV and OD and a combination of TV and OV. The use of TV in isolation was the least cost-effective. CONCLUSION: The results of this evaluation indicate that online media constitute a promising means of enhancing the cost-effectiveness of smoking cessation campaigns. Future research assessing a broader range of outcomes, especially smoking cessation, is needed to provide a more comprehensive account of the cost-effectiveness of various campaign media. Frontiers Media S.A. 2018-03-23 /pmc/articles/PMC5876296/ /pubmed/29629366 http://dx.doi.org/10.3389/fpubh.2018.00083 Text en Copyright © 2018 Allom, Jongenelis, Slevin, Keightley, Phillips, Beasley and Pettigrew. https://creativecommons.org/licenses/by/4.0/ This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Public Health
Allom, Vanessa
Jongenelis, Michelle
Slevin, Terry
Keightley, Stacey
Phillips, Fiona
Beasley, Sarah
Pettigrew, Simone
Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media
title Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media
title_full Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media
title_fullStr Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media
title_full_unstemmed Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media
title_short Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media
title_sort comparing the cost-effectiveness of campaigns delivered via various combinations of television and online media
topic Public Health
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5876296/
https://www.ncbi.nlm.nih.gov/pubmed/29629366
http://dx.doi.org/10.3389/fpubh.2018.00083
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