AUTHOR=Allom Vanessa , Jongenelis Michelle , Slevin Terry , Keightley Stacey , Phillips Fiona , Beasley Sarah , Pettigrew Simone 

TITLE=Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media

JOURNAL=Frontiers in Public Health

VOLUME=Volume 6 - 2018

YEAR=2018

URL=https://www.frontiersin.org/journals/public-health/articles/10.3389/fpubh.2018.00083

DOI=10.3389/fpubh.2018.00083

ISSN=2296-2565

ABSTRACT=Background. Reflecting the increasing prevalence of online media, many mass media health campaigns are now delivered using both television and online media formats. The aim of this study was to evaluate a smoking cessation mass media campaign according to the cost-effectiveness of the various combinations of television and online media formats to inform future media buying decisions. 
Methods. A quasi-experimental interrupted time series approach was employed. The campaign was delivered in seven one-week bursts using television, online video, or online display (e.g., banner ads) formats in isolation and in various combinations over a 13 week period. Campaign bursts were separated by ‘off weeks’ in which no campaign materials were delivered. Assessed outcomes were the number of campaign response ‘events’ recorded (campaign web page views, calls to a smoking cessation telephone service, and registrations for smoking cessation services). The cost-effectiveness of each individual and combined media format condition in terms of these outcome variables was calculated using attributed production and broadcasting costs.
Results. Overall, online display alone was found to be the most cost-effective means of achieving the nominated campaign outcomes, followed by a combination of online video and online display and a combination of television and online video. The use of television in isolation was the least cost-effective. 
Conclusions. The results of this evaluation indicate that online media constitute a promising means of enhancing the cost-effectiveness of smoking cessation campaigns. Future research assessing a broader range of outcomes, especially smoking cessation, are needed to provide a more comprehensive account of the cost-effectiveness of various campaign media.