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Rapid increase in e-cigarette advertising spending as Altria's MarkTen enters the marketplace

2015; BMJ; Volume: 25; Issue: e1 Linguagem: Inglês

10.1136/tobaccocontrol-2015-052532

1468-3318

Jennifer Cantrell, Brittany Emelle, Ollie Ganz, Elizabeth C. Hair, Donna Vallone,

Consumer Attitudes and Food Labeling

In early 2014, the nation's largest cigarette maker, Altria1 (formerly Phillip Morris Companies) announced the national launch of their MarkTen e-cigarette. Nu Mark, an Altria company, is behind the design and marketing of the brand.2 Altria is the last major tobacco company to join the estimated $2 billion market for e-cigarettes,3 following Lorillard's acquisition of the blu e-cigarette brand in 20124 and RJ Reynold's introduction of Vuse5 in 2013. Using Competitrack, an advertising service that systematically collects data related to all top market US advertisements, we reviewed e-cigarette advertising expenditures for the year 2014 and examined the top two highest spending brands for the year (MarkTen and blu). Competitrak monitors advertising over 22 media sources, including network TV, national newspapers, cinema, radio and online, and includes advertisements and associated metadata of the media channel, channel-specific details and estimated expenditures for placement of ads.6–9 For online advertisements, Competitrack monitors …