Background: The aim of this study was to better understand the relationship between calls to Quitlines and aspects of anti-tobacco advertising and program placement. Drawing on narrative communication theory, we hypothesized anti-smoking ads with emotional stories (narratives) about effects of smoking would be more effective than non-narrative ads. Narrative transportation may enhance message impact through minimizing ability and motivation to counter-argue, and through facilitating imagined impact of illness. Method: Hourly level Quitline data (N=39,864: January 2002 - July 2006, Victoria, Australia), was matched to hourly level advertising target audience rating points (TARPs). Different anti-tobacco ads were coded as narrative (e.g. ‘You should have been there') or negative visceral/graphic (e.g. ‘Gangrene'; NTC). Programs were coded: narrative (dramas, soaps), light entertainment (reality TV, game shows), news/documentaries, other.

Results: Preliminary analyses indicate, (controlling for time, policy changes, key quitting dates, number of ads, time of day, and day of week), narrative ads provide a slight advantage over non-narrative ads, however both generate similar increases in Quitline calls up until a point. The effect of non-narrative ads, however begins to decline at a lower level of TARPs than narrative ads. The impact of different styles of anti-tobacco advertising placed in different types of programs is also explored. Conclusions: This study provides valuable information about the optimum level of various types of anti-tobacco advertising for driving Quitline calls and in which programs these ads are best placed. Implications: Emotional stories about the effects of smoking may generate more calls and wear out less quickly than other types of ads.