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Area of Science:

  • Public Health
  • Consumer Behavior
  • Marketing Analytics

Background:

  • Electronic cigarette (e-cigarette) popularity is rising.
  • Limited data exists on e-cigarette advertising reach.

Purpose of the Study:

  • Estimate U.S. e-cigarette advertising expenditures from 2011-2012.
  • Analyze spending across magazines, TV, internet, newspapers, and radio.

Main Methods:

  • Utilized data from Kantar Media and Nielsen for advertising expenditures.
  • Summarized spending by media channel, brand, and market level (national vs. local).

Main Results:

  • Total e-cigarette advertising expenditures tripled from $6.4M (2011) to $18.3M (2012).
  • Magazines and TV received the highest ad spending; newspapers and internet received the least.
  • Blu eCigs dominated spending (76.7% in 2012), with a shift towards national market targeting (54.9% to 87.0%).

Conclusions:

  • Increasing e-cigarette advertising, particularly on national TV, may boost consumer awareness and usage.
  • Federal oversight is recommended for mandatory e-cigarette advertising expenditure reporting.
  • Further research should explore the impact of e-cigarette advertising on consumer interest and behavior.