Electronic cigarette advertising expenditures tripled in the United States from $6.4 million in 2011 to $18.3 million in 2012, according to a study by RTI International.
The study, published in the April issue of American Journal of Preventive Medicine, is the first to comprehensively estimate e-cigarette ad expenditures across media channels in the United States. Researchers analyzed data from leading media companies that systematically track ad expenditures for consumer products in magazines, TV, newspapers, radio and the Internet.
“E-cigarette advertising expenditures are focusing heavily on national markets and TV ads, which will likely increase consumer awareness and use of e-cigarettes,” said Annice Kim, Ph.D., senior social scientist at RTI and co-author of the study.
The study found e-cigarette ad expenditures were highest in magazines and TV and lowest in newspapers and on the Internet. The study found e-cigarette magazine ad expenditures increased from $1.4 million in 2011 to $10.8 million in 2012, while TV ad expenditures grew from $3.2 million to $5 million.
Previous research by RTI indicated that adult smokers are receptive to e-cigarette TV ads and report intention to try e-cigarettes after viewing the ads. This research suggests that the increase in e-cigarette ad expenditures, particularly TV ads, will increase the likelihood of awareness and use of e-cigarettes.
The study also found national markets were increasingly targeted; comprising 54.9 percent of e-cigarette ad buys in 2011 and increasing to 87 percent in 2012.
RTI researchers identified more than 80 unique advertised brands; however, blu eCigs, a leading e-cigarette company, accounted for 76.7 percent of all e-cigarette advertising expenditures in 2012.
“Our results suggest that federal-level efforts are needed to track e-cigarette advertising, as the U.S. Federal Trade Commission does not currently require companies to report e-cigarette ad expenditures,” Kim said. “Tobacco companies are required to report their ad expenditures annually to the FTC, but there are no comparable reporting requirements for e-cigarette companies because e-cigarettes are not regulated by the U.S. Food and Drug Administration.”
Lisa Bistreich-Wolfe | newswise
Diagnoses: When Are Several Opinions Better Than One?
19.07.2016 | Max-Planck-Institut für Bildungsforschung
High in calories and low in nutrients when adolescents share pictures of food online
07.04.2016 | University of Gothenburg
Transparent electronics devices are present in today’s thin film displays, solar cells, and touchscreens. The future will bring flexible versions of such devices. Their production requires printable materials that are transparent and remain highly conductive even when deformed. Researchers at INM – Leibniz Institute for New Materials have combined a new self-assembling nano ink with an imprint process to create flexible conductive grids with a resolution below one micrometer.
To print the grids, an ink of gold nanowires is applied to a substrate. A structured stamp is pressed on the substrate and forces the ink into a pattern. “The...
A new Fraunhofer MEVIS method conveys medical interrelationships quickly and intuitively with innovative visualization technology
On the monitor, a brain spins slowly and can be examined from every angle. Suddenly, some sections start glowing, first on the side and then the entire back of...
Researchers at the U.S. Department of Energy's (DOE) Ames Laboratory have discovered an unusual property of purple bronze that may point to new ways to achieve high temperature superconductivity.
While studying purple bronze, a molybdenum oxide, researchers discovered an unconventional charge density wave on its surface.
Munich Physicists have developed a novel electron microscope that can visualize electromagnetic fields oscillating at frequencies of billions of cycles per second.
Temporally varying electromagnetic fields are the driving force behind the whole of electronics. Their polarities can change at mind-bogglingly fast rates, and...
Breakup of continents with two speed: Continents initially stretch very slowly along the future splitting zone, but then move apart very quickly before the onset of rupture. The final speed can be up to 20 times faster than in the first, slow extension phase.phases
Present-day continents were shaped hundreds of millions of years ago as the supercontinent Pangaea broke apart. Derived from Pangaea’s main fragments Gondwana...
15.07.2016 | Event News
15.07.2016 | Event News
11.07.2016 | Event News
26.07.2016 | Information Technology
26.07.2016 | Health and Medicine
26.07.2016 | Physics and Astronomy