tobaccofreekids.org Special Report: Big Tobacco: Still Addicting Kids

Tobacco Brand Magazine Advertising To Teens

In developing its comprehensive counter-marketing campaign to reduce youth tobacco use, the American Legacy Foundation conducted a thorough analysis of the tobacco industry’s advertising practices in 1999. The analysis focused on cigarette advertising in magazines with a high youth readership and illustrates that youth are still bombarded with messages and images that encourage them to smoke.

The analysis is based on data from Simmons, a syndicated service that conducts market research on demographics, media usage, and product usage, and Competitive Media Reporting, a syndicated service that tracks media spending.

Overview of Findings

The analysis shows that the magazine advertising schedules for the leading tobacco brands produce a high level of "effective reach" among teens 12-17. Effective reach is simply the percentage of people in the target audience who receive the advertising message frequently enough (usually five times or more in a year) that they become aware of the message and comprehend its content. In 1999, the leading tobacco brands reached a majority of teens with five or more exposures, which almost ensures that their brand advertising will be memorable and impactful.

The analysis also shows that the leading tobacco brands are reaching more teens through magazines now than prior to the Master Settlement Agreement. This is reflected in the large proportion of cigarette brands’ magazine advertising budgets that is allocated to magazines with more than 15 percent teen composition.

Specific Findings

- 1999 Reach and Frequency Levels

Eight of the top ten brands reached over 70% of teens, 12-17, five or more times in 1999 based on their magazine advertising schedule. ^{1, 2}

Kool, Marlboro, and Winston reached over 89 percent of teens, 12-17, five or more times in 1999 based on their magazine advertising schedule. ^{1, 2}

Based on its magazine advertising schedule in 1999, Marlboro, the favorite brand of teens, had an effective 5+ reach among 89 percent of teens. ^{1, 2}

Graph 1

- Pre- and Post-MSA Reach and Frequency Levels

Pre-MSA, Newport reached 43% of teens, 12-17, five or more times in the first three quarters of 1998. That number jumped to 68% post-MSA, in the first three quarters of 1999. ^{1, 2}

Pre-MSA, Kool reached 59% of teens, 12-17, five or more times in the first three quarters of 1998. That number jumped to 84% post-MSA, in the first three quarters of 1999. ^{1, 2}

Pre-MSA, Camel reached 65% of teens, 12-17, five or more times in the first three quarters of 1998. That number rose to 77% post-MSA, in the first three quarters of 1999. ^{1, 2}

Graph 2

- Advertising in Magazines with 15% or More Youth Composition

In 1999, ten out of the top ten tobacco brands advertised in magazines that have higher than 15 percent teen, 12-17, composition. ^{1, 2, 3}

In 1999, Winston, Camel, Kool, Virginia Slims, and Benson & Hedges advertised in Vibe, a publication with over 42 percent teen, 12-17, composition. ^{1, 2, 3}

Kool, Winston, Newport, Marlboro, and Doral each spent over 40 percent of their respective 1999 magazine media budgets in publications with higher than 15 percent teen composition. Camel spent 33 percent of its total budget on magazines with a 15 percent or higher teen composition. ^{1, 2, 3}

References

1. 1998 Simmons Teen-Age Research STARS
2. 1998 Simmons Spring SMM
3. 1999 Competitive Media Reporting

back

tobaccofreekids.org   Privacy Statement (revised 3.10.06)  |  Copyright  |  Protected Trademarks  |  Survey
Copyright  ©  2008   Campaign for Tobacco-Free Kids
1400 Eye Street, Suite 1200, Washington DC 20005    202.296.5469
All Rights Reserved