Evaluation of the National Youth Anti-Drug Media Campaign: Fifth Semi-Annual Report of Findings

Evaluation of the National Youth
Anti-Drug Media Campaign:
Fifth Semi-Annual Report of Findings

Credits

Report in PDF
Format

Highlights of the Report

Executive Summary

1. Introduction

1.1 Nature of the Media Campaign in Phase III

1.2 Paid and Donated Advertising

1.3 Public Communications Activities

1.4 Administrative Structure for the Evaluation

1.5 Structure of the Report
References

2. Summary of Evaluation Plan

2.1 Models for Media Campaign Action

2.1.1 Focus and Scope of the Evaluation

2.1.2 Model of Media Campaign Influence

2.1.3 Overview of the Figures

2.2 Sample Design and Data Collection Methodology

2.2.1 Sampling

2.2.2 Extended Interview Methods and Content

2.2.3 Weighting

2.2.4 Confidence Intervals and Data Suppression

2.2.5 Exposure Index and Imputation of Ad Recall

2.2.6 Future Waves of Data Collection

2.3 Sample Description

2.3.1 Youth

2.3.2 Race/Ethnicity

2.3.3 Sensation Seeking

2.3.4 Risk Score

2.3.5 Past Marijuana Use

2.3.6 Parents

2.3.7 Dyads

2.4 Potential Analysis Modes

2.4.1 Measuring Exposure to the Media Campaign

2.4.2 Measuring Changes in Attitudes and Behaviors

2.4.3 Attributing Observed Changes in Attitudes and Behavior to the Media Campaign

References

3 Exposure to Anti-Drug Messages

3.1 Media Buying Reports

3.1.1 Distribution of Exposure

3.1.2 Distribution of General Market Aid Platforms

3.1.3 GRPs Purchased for Minority Audiences

3.1.4 Inhalant and Ecstasy GRPs

3.2 Recall of Exposure from NSPY Questionnaires

3.2.1 General Measures of Exposure

3.2.2 Television and Radio Specific Advertising Recall

3.2.3 Recall of the “Brand”

3.2.4 Television Ad Evaluation

3.2.5 Internet Use and Encounters with Drug Information on Line

3.3 Anti-Drug Related Education

3.3.1 Youth In-school and Out-of-School Anti-Drug Education

3.3.2 Changes in Youth Anti-Drug Education

3.3.3 Parenting Skills and Anti-Drug Education

3.4 Discussions about Drugs

3.4.1 Youth Discussions with Friends and Parents about Drugs

3.4.2 Changes in Drug Conversations Across Years

3.4.3 Discussions about Anti-Drug Ads

3.5 Perceptions of Media and Community Attention to Drug Use

3.5.1 Youths’ Perceived Media Coverage of Youth and Drugs

3.5.2 Parents’ Exposure to Non-Campaign Anti-Drug or Parenting Messages

3.6 Summary and Conclusions
References

4 Trends in Youth Marijuana and Inhalant Use

4.1 MTF Trends in Marijuana Use

4.2 NHSDA Trends in Marijuana Use

4.3 NSPY Trends in Marijuana Use

4.4 NSPY Comparison with MTF and NHSDA Data

4.5 Marijuana Offers

4.6 NSPY, MTF, and NHSDA Trends in Inhalant Use

4.7 Predictors of Marijuana Use and the Development of a Risk Model
Summary
References

5 Campaign Effects on Youth

5.1 The Logic of Inferences About Effects

5.2 Development of Overall Scales, Combining Trial and Regular Use, and Summarizing Multiple Related Items

5.3 Trends in Drug Attitudes and Beliefs, and Intentions about Use of Marijuana among Nonusing 12- to 18-Year-Olds

5.3.1 Intentions About Marijuana Trial Use by Age and by Wave

5.3.2 Attitudes/Beliefs by Age and by Wave

5.3.3 Perceived Social Norms about Marijuana Use by Age and by Wave

5.3.4 Perceived Self-efficacy about Marijuana Use by Age and by Wave

5.3.5 Evidence for Diversity in Trends in Cognitions about Marijuana Use

5.4 Cross-Sectional (Concurrent) Associations of Anti-Drug Advertising Exposure with Attitudes, Beliefs, and Intentions about Marijuana Use among 12- to 18-Year-Old Nonusers

5.4.1 Overall Analyses of Four Cognitive Measures by Exposure

5.4.2 Evidence of Diversity of Associations by Age of Youth, Risk Group, Gender, and Race/Ethnicity

5.5 Summary and Discussion of Trend and Cross-sectional Results for Marijuana Cognitions

5.6 Campaign Effects on Inhalant Intentions and Attitudes Among Prior Nonusers

5.6.1 Intentions and Attitudes about Inhalant Use by Age and by Wave

5.6.2 Evidence of Diversity in Trends

5.7 Delayed Effects Associations of Anti-Drug Advertising Exposure with Attitudes, Beliefs, and Intentions about Marijuana Use among 12- to 18-Year-Old Nonusers

5.8 Summary and Discussion

5.8.1 Conclusion

References

6 Campaign Effects on Parents

6.1 The Logic of Inference and the Development of Parent Outcome Scales

6.2 Trends in Outcomes

6.2.1 Monitoring Behaviors

6.2.2 Monitoring Cognitions

6.2.3 Talking Behaviors

6.2.4 Talking Cognitions

6.2.5 Fun Activities

6.2.6 Evidence for Diversity in Trends

6.3 Cross-sectional Association of Advertising Exposure with Parent Outcomes

6.3.1 Cross-sectional Association of Monitoring Behavior and Cognitions Scales with General and Specific Exposure

6.3.2 Cross-sectional Association of Talking Behavior and Cognitions Scales with General and Specific Exposure

6.3.3 Cross-sectional Association of Fun Activities with General and Specific Exposure

6.3.4 Evidence for Diversity in Cross-sectional Associations

6.4 Delayed-effects Analyses of Parent Outcomes

6.4.1 Delayed-effects Association of General and Specific Exposure with Monitoring Behavior and Cognitions Scales

6.4.2 Delayed-effects Association of General and Specific Exposure with Talking Behavior and Cognitions Scales

6.4.3 Delayed-effects Association of General and Specific Exposure with Fun Activities

6.5 Evidence of Association of Parent Exposure with Youth Outcomes

6.5.1 Cross-sectional Association of Parent Exposure with Youth Outcomes

6.5.2 Delayed-effects Association of Parent Exposure with Youth Outcomes

6.6 Summary and Discussion

List of Appendixes

Detail Tables

Chapter 2 (PDF)
Chapter 3 (PDF)
Chapter 4 (PDF)
Chapter 5 (PDF)
Chapter 6 (PDF)

List of Tables

1–A Media Campaign phases
1–B Historical media spending overview
2–A Completed Interviews by Wave
2–B Coverage rates by age
3–A Targeted gross rating points (average per week and per medium)
3–B Distribution of youth and adult average weekly GRPs across waves
3–C GRPs per week purchased for youth and adults across waves, by reach of the media
3–D Distribution of youth message platforms on general market TV and radio
3–E Distribution of parent message platforms on general market TV and radio
3–F GRPs per week purchased for specific youth platforms across waves (TV and radio)
3–G GRPs per week purchased for specific parent platforms across waves (TV and radio)
3–H Estimated additional Wave 5 GRPs generated exclusively to reach specific groups
3–I Overall recalled exposure to anti-drug ads across all media (November 1999 through June 2002)
3–J Recall of general anti-drug advertising by medium across all waves (November 1999 through June 2002)
3–K Percent recalling having seen TV ads at least once per week across waves (November 1999 through June 2002)
3–L Change in youth recall of radio ads heard per month across waves
3–M Change in parent recall of radio ads heard per month across waves
3–N Change in parent recall of having heard radio ads at least once per week
3–O Television ad evaluation scores among youth and parents (November 1999 through June 2002)
3–P Youth recall and evaluations of Drugs and Terror versus other ads
3–Q Parent recall and evaluations of Drugs and Terror ads versus other ads
3–R Youth Internet use and encounters with drug information on the line in past 6 months (November 1999 through June 2002)
3–S Parent Internet use and encounters with drug information on line (November 1999 through June 2002)
3–T In-school and out-of-school drug education across waves (12- to 18-years olds)
3–U Changes in drug-related conversations across waves
3–V Topics of conversation with friends by age group across all waves
3–W Changes in conversations about anti-drug ads from Wave 1 to Wave 5
3–X Parents’ exposure to weekly media stories about drugs across waves
3–Y Change in parent exposure to drug-related communication across waves
4–A MTF lifetime, annual, and past-month marijuana use in 1999, 2000, and 2001
4–B NHSDA lifetime, annual, and past-month marijuana use in 1999, 2000, and 2001
4–C NSPY trends in marijuana use across measures by age group
4–D Comparison of published NHSDA 2000 data with NSPY 2000 (Waves 1 and 2) data on use of marijuana among youth aged 12 to 17 (percentages and confidence intervals)
4–E Comparison of MTF and NSPY 2000 and 2001 data on marijuana use
4–F NSPY trends in youth reports of marijuana offers
4–G Marijuana initiation at Round 2 by marijuana offers received at Round 1 among nonusers by age group
4–H MTF lifetime, annual and past month inhalant use 1999, 2000, and 2001
4–I NHSDA lifetime, annual and past month inhalant use 1999, 2000, and 2001
4–J NSPY trends in inhalant use
4–K Youth and parent covariates for youth past year marijuana use
4–L Differences in percent of youth reporting marijuana use by age and risk subgroup across five waves
4–M Marijuana initiation at Round 2 by child risk and age among nonusers at Round 1
5–A Trends in intentions to use marijuana once or twice for nonusers, by child age
5–B Trends in Attitudes/Beliefs Index about marijuana use among nonusers by child age
5–C Trends in Social Norms Index about marijuana use among nonusers by child age
5–D Trends in Self-Efficacy Index about marijuana use among nonusers by child age
5–E Exposure per month reported by 12- to 18-year-olds
5–F Exposure per month and intentions to use marijuana reported by nonuser 12- to 18-year-olds
5–G Exposure per month and Attitudes/Beliefs Index among nonuser 12- to 18-year-olds
5–H Exposure per month and Social Norms Index among 12- to 18-year-olds
5–I Exposure per month and Self-Efficacy to Refuse Marijuana Index among 12- to 18-year-olds
5–J Trends in intentions to use inhalants once or twice by youth age
5–K Trends in Attitudes/Beliefs Index about inhalant use by youth age
5–L Exposure per month at Round 1 and outcomes at Round 2 among 12- to 18-year-olds who were nonusers of marijuana at Round 1
5–M Association (gamma) between Exposure at Round 1 and Youth Outcomes at Round 2
5–N Exposure per month at Round 1 and outcomes at Round 2 among 12- to 18-year-olds who were nonusers of marijuana at Round 1- (data not corrected for confounders)
6–A Parental monitoring behavior by child age (parent reports)
6–B Parental monitoring behavior by child age (youth reports)
6–C Parental monitoring cognitions by youth age
6–D Parent – child talk about drugs by youth age (parent reports)
6–E Parent – child talk about drugs by youth age (youth reports)
6–F Parent cognitions about talk about drugs by youth age
6–G Parents doing fun activities with their child by youth age
6–H Parent monitoring behaviors and cognitions by child age and risk
6–I Exposures per month reported by parents of 12- to 18-year-olds across five wave
6–J Cross-sectional association of exposure per month and monitoring behavior reported by parents of 12- to 18-year-olds
6–K Cross-sectional association of exposure per month and monitoring cognitions reported by parents of 12- to 18-year-olds
6–L Cross-sectional association of exposure per month and talking behaviors reported by parents of 12- to 18-year-olds
6–M Cross-sectional association of exposure per month and talking cognitions reported by parents of 12- to 18-year-olds
6–N Cross-sectional association of exposure per month and fun activities reported by parents of 12- to 18-year-olds
6–O Exposures per month reported by parents at Round 1
6–P Delayed-effects analyses of exposure per month and monitoring behavior reported by parents of 12- to 18-year-olds
6–Q Delayed-effects analyses of exposure per month and monitoring cognitions reported by parents of 12- to 18-year-olds
6–R Delayed-effects analyses of exposure per month and talking behavior reported by parents of 12- to 18-year-olds
6–S Delayed-effects analyses of exposure per month and talking cognitions reported by parents of 12- to 18-year-olds
6–T Delayed-effects analyses of exposure per month and fun activities reported by parents of 12- to 18-year-olds
6–U Cross-sectional association between parental exposure youth outcomes among all youths 12-18
6–V Parental exposure at Round 1 and youth outcomes at Round 2 among 12- to 18-year-olds who were nonusers of marijuana at Round 1
6–W Summary of all parent effects on parent and youth outcomes among all parents of 12- to 18-year-olds

List of Figures

2–A Overall model of Media Campaign influence
2–B Model of influences on exposure to anti-drug messages
2–C Model of influences of exposure to drug outcomes
2–D Model A—Effects of parental monitoring
2–D Model B—Effects on parent-child talk
2–D Model C—Effects on parental support for community anti-drug activity
3–A Weekly youth-targeted general market GRPs (September 1999 through June 2002)
3–B Weekly adult-targeted general market GRPs (September 1999 through June 2002)
3–C Targeted youth media placements by medium (September 1999 through June 2002)
3–D Targeted adult media placements by medium (September 1999 through June2002)
3–E Youth general exposure and GRPs by wave
3–F Parent general exposure and GRPs by wave
3–G Parent TV GRPs and ad recall
3–H Youth TV GRPs and ad recall
4–A Percentage of 8th, 10th, and 12th graders reporting annual marijuana use: MTF 1991–2001
4–B Percentage of 8th, 10th, and 12th graders reporting annual inhalant use: MTF 1991–2001
4–C NSPY and MTF inhalant question sequences
5–A The expected relationships among cognitive outcomes
5–B Marijuana nonuse intention by Attitudes/Beliefs Index
5–C Marijuana nonuse intention by Social Norms Index
5–D Marijuana nonuse intention by Self-Efficacy Index
6–A Beliefs and attitudes about monitoring
6–B Youth marijuana initiation at Round 2 by parent monitoring behavior at Round 1
6–C Youth marijuana initiation at Round 2 by parent monitoring cognitions at Round 1
6–D Youth Marijuana Initiation at Round 2 by Parent-reported Fun Activities at Round 1
6–E Youth Marijuana Initiation at Round 2 by Parent Talking Behavior at Round 1
6–F Youth Marijuana Initiation at Round 2 by Parent Talking Cognitions at Round 1

Last Updated: May 23, 2003