Characterising advertising strategies and expenditures for conventional and newer smokeless tobacco products

Sherry L. Emery, Steven Binns, Chandler C. Carter, Shyanika W. Rose, Ganna Kostygina

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

Objective: Nicotine pouch products are an emerging and rapidly growing smokeless tobacco (ST) category in the USA. Little is known about the promotional strategies and media channels used to advertise this ST category or the extent to which the marketing strategies differ from strategies used to promote € conventional' smokeless products (eg, snuff). We describe the nature, timing of and expenditures related to conventional, snus and newer ST product advertising on print, broadcast and internet media. Methods: Advertising expenditures were collected using Kantar Media's € Stradegy' tool, which provides advertising data including dollars spent promoting specific products across various media channels, including print magazines and newspapers, broadcast television and radio, outdoor posters and billboards, and internet. We identified 306 smokeless products within Kantar database and collected ad expenditures retrospectively for January 2018-April 2020. Promotional expenditures were aggregated by product category, by month and by designated market area (DMA). Results: Kantar data analysis returned 28 conventional ST, 22 oral nicotine and 3 snus products (53 total) advertised during the period of observation, with over $71 million spent collectively on ST promotion. Across categories, more advertising dollars were spent on conventional ST products (63%) than newer oral nicotine products (25%) or snus (12%). However, during the later 9-month period from August 2019 to April 2020, oral nicotine products accounted for the majority of monthly ad spending. Most ad spending was placed in the national market ($66.5 million), with Atlanta ($1.1 million), Houston ($1 million) and Las Vegas ($0.8 million) as the top three local DMAs for expenditures. Discussion: Advertising expenditures for nicotine pouches have recently exceeded conventional ST product advertising and nicotine pouches are being promoted nationally. Marketing surveillance as well as understanding consumer appeal, perceptions and consumption are critical next steps in tracking potential uptake of these new products.

Original languageEnglish
Article number057282
JournalTobacco Control
DOIs
StateAccepted/In press - 2022

Bibliographical note

Funding Information:
Research reported in this publication was supported by the National Cancer Institute of the National Institutes of Health under Award Number R01CA234082. The content is solely the responsibility of the authors and does not necessarily represent the official views of the National Institutes of Health.

Publisher Copyright:
© Author(s) (or their employer(s)) 2022. Re-use permitted under CC BY-NC. No commercial re-use. See rights and permissions. Published by BMJ.

Keywords

  • Advertising and Promotion
  • Media
  • Tobacco industry

ASJC Scopus subject areas

  • Health(social science)
  • Public Health, Environmental and Occupational Health

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