Using Radio Ads to Encourage Physical Activity in Arkansas Tweens
Author Information
Author(s): David MA Rath, Balamurugan Appathurai MD, Oakleaf Ernest J PhD
Primary Institution: Arkansas Department of Health and Human Services
Hypothesis
Do paid radio advertisements effectively promote physical activity among Arkansas tweens?
Conclusion
Paid media advertisements may be an effective way to promote physical activity among tweens.
Supporting Evidence
- 56.4% of tweens reported hearing the radio advertisements.
- 76.1% of those who heard the ads felt more likely to get involved in physical activity.
- Younger tweens were more motivated by the ads than older tweens.
Takeaway
The study found that radio ads can help kids want to be more active, especially younger kids.
Methodology
The study involved airing paid radio advertisements and conducting a telephone survey to assess their impact on tweens' physical activity.
Potential Biases
Social desirability bias may have led to overreporting of physical activity levels.
Limitations
The findings are limited to tweens with telephones in six Arkansas metropolitan areas, and self-reported data may be less accurate.
Participant Demographics
89.2% white, 10.8% other racial groups; 40.7% female, 59.3% male.
Statistical Information
P-Value
.003
Confidence Interval
95% CI, 50.7%–62.1%
Statistical Significance
p<0.05
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