Media Flight Schedules and Seasonality in Relation to Quitline Call Volume

The objective of the current study is to fill a gap in the literature by comparing the impact of media flight schedule types in relation to tobacco quitline call volume. Design: The retrospective study was designed to determine whether type of media flight schedule (eg, flighting, continuous, pulsing) impacted number of calls to the Maine Tobacco Helpline, while accounting for number of gross rating points (GRPs), seasonality, holidays, and other factors. Setting: Maine has 3 designated market areas (DMAs): Portland/Auburn, Bangor, and Presque Isle. Main Outcome Measures: Daily call volume was matched with weekly GRPs. Methods: A negative binomial regression model was created to examine the relationship among media flight schedules, number of GRPs, and call volume. Gross rating points reflect national networks and local cable TV media buys. A second model examined the association between GRP dose levels and call volume. Results: The number of GRPs was a significant predictor of call volume (P
Source: Journal of Public Health Management and Practice - Category: Health Management Tags: Research Reports: Research Full Report Source Type: research