RECENT TRENDS IN U.S. COVERAGE OF TOBACCO

Audience: Tobacco control program managers and advocates who wish to understand earned media coverage of tobacco issues.

Key Points: The CDC Tobacco News Media Tracking System was designed to collect data on an ongoing basis on the extent of coverage, and mix of tobacco-related themes, in news stories.  This study examined news media coverage of tobacco in the U.S. from 2004-2010.  Stories from 10 newspapers, the major newswire services, and transcripts from seven broadcast and cable networks were examined.  Daily searches for tobacco stories were conducted.  Detailed codebooks were developed and used to consistently code content.  The number of newspaper/wire stories per day fluctuated widely over time.  On average, three tobacco stories appeared every day in newspapers and four stories per day appeared in newswires.  Several spikes were seen that could usually be identified with a major tobacco related event.  Television coverage of tobacco was much less common than newspaper/wire coverage.  On average about one tobacco story per day aired on television.  There were differences by tobacco theme for newspaper/wire compared with television.  Newspapers and wire services were much more likely to carry stories emphasizing secondhand smoke and policy/regulation than were television networks.  Television stories more often featured stories on cessation/addiction and health effects/statistics. 

Educational Experience: Presentation will include analysis of approximately 20,000 tobacco stories across multiple years.  Trends over time and across themes were assessed by channel.

Benefits: These findings will help those utilizing earned media to better understand the role and interest of the media in tobacco control.