The Validity of Impressions as a Media Dose Metric in a Tobacco Public Education Campaign Evaluation: Observational Study.

ABSTRACT:

Background

Evaluation research increasingly needs alternatives to target or gross rating points to comprehensively measure total exposure to modern multichannel public education campaigns that use multiple channels, including TV, radio, digital video, and paid social media, among others. Ratings data typically only capture delivery of broadcast media (TV and radio) and excludes other channels. Studies are needed to validate objective cross-channel metrics such as impressions against self-reported exposure to campaign messages.

Objective

This study aimed to examine whether higher a volume of total media campaign impressions is predictive of individual-level self-reported campaign exposure in California.

Methods

We analyzed over 3 years of advertisement impressions from

SUBMITTER: Davis K 

PROVIDER: S-EPMC11576593 | biostudies-literature | 2024 Nov

REPOSITORIES: biostudies-literature