Impact of U.S. Antismoking TV Ads on Spanish-Language Quitline Calls.

Introduction: Cigarette smoking is a major preventable cause of disease and death among U.S. Hispanics. Tobacco-cessation quitlines have been shown to increase quitting among Hispanics. However, the use of quitlines by this population remains low, especially among Spanish-speaking Hispanics. This study evaluates the promotion of 1-855-DEJELO-YA (a quitline portal that routes callers to state-specific Spanish-language services) implemented as cart of the Centers for Disease Control and Prevention's national Tips From Former Smokers (R) (Tips (R)) campaign. Additionally, this study examines how media content impacted calls to 1-855-DEJELO-YA. Methods: Using National Cancer Institute data on calls to 1-855-DEJELO-YA from February 2013 to December 2014, multivariate linear regressions were conducted of weekly area code-level call volume as a function of media market-level Gross Rating Points for Tips Spanish-language TV ads tagged with 1-855-DEJELO-YA. The models were adjusted for covariates, including market-level population characteristics and state fixed effects. The data were analyzed from October 2017 through April 2018. Results: Greater exposure to Tips Spanish-language ads was associated with increased calls to 1-855-DEJELO-YA (p<0.001). On average, each additional 100 Tips Gross Rating Points per media market increased calls by 0.56 (95% CI=0.45, 0.67) calls/week/area code, representing congruent to 974 additional calls beyond the baseline. Media messages highlighting health consequences of smoking had a greater effect size than messages highlighting health effects of secondhand smoke. Conclusions: A national Spanish-language quitline number could be a useful cessation resource for Spanish-speaking cigarette smokers. Opportunities exist to increase use of this number through a national Spanish-language media campaign, particularly by focusing campaign messages on the health consequences of smoking. (C) 2018 American Journal of Preventive Medicine. Published by Elsevier Inc. All rights reserved.