Reduce the proportion of adolescents exposed to tobacco marketing — TU‑22 Data Methodology and Measurement

About the National Data


Baseline: 82.1 percent of students in grades 6 through 12 were exposed to tobacco product marketing over the internet, in newspapers or magazines, at the point of sale, or on TV or in movies in 2018

Target: 59.7 percent

Number of adolescents in grades 6 through 12 who are exposed to tobacco product marketing over the internet, in newspapers and magazines, in the retail environment, or on TV or in movies.
Number of adolescents in grades 6 through 12 who use the internet, read newspapers and magazines, visit retail outlets, or watch TV or go to the movies.
Target-setting method
Target-setting method details
Linear trend fitted using weighted least squares and a projection at the 67 percent prediction interval.
Target-setting method justification
Trend data were evaluated for this objective. Using historical data points, a trend line was fitted using weighted least squares, and the trend was projected into the next decade. This method was used because three or more comparable data points were available, the projected value was within the range of possible values, and a projection at the 67 percent prediction interval was selected because of new policies and regulations that are aimed to reduce youth access to tobacco products and increase marketing regulations.


Methodology notes

Students in grades 6 through 12 are considered to be exposed to tobacco marketing in the media (over the Internet; in a newspaper or magazine; on TV or in movies) or at the point of sale (convenience store, supermarket, or gas station) if they report seeing ads or promotions for cigarettes or other tobacco products 'sometimes', 'most of the time' or 'always' in at least one source. Students are considered unexposed to tobacco marketing if they select "never" or "rarely" to each source (all four numerator questions). The denominator for each question excludes responses indicating non-use of each source ("I do not use the Internet," "I do not read newspapers or magazines," I never go to a convenience store, supermarket, or gas station," and "I do not watch TV or go to the movies"). Students who reported using at least one source are included in the denominator. Students who report non-use of all four sources are excluded from the denominator.


Comparable HP2020 objective
Modified, which includes core objectives that are continuing from Healthy People 2020 but underwent a change in measurement.
Changes between HP2020 and HP2030
This objective differs from the related Healthy People 2020 objectives in that it is a composite of four objectives that tracked the exposure of students in grades 6 through 12 to tobacco product marketing, including objective TU-18.1 which tracked marketing exposure on the Internet, objective TU-18.2, which tracked marketing exposure in magazines and newspapers, objective TU-18.3, which tracked marketing exposure in movies and television, and objective TU-18.4, which tracked marketing exposure at the point of tobacco purchase.
Trend issues
From 1999 to 2018, the NYTS was conducted in schools as a self-administered, paper-and-pencil questionnaire. Beginning in 2019, the NYTS switched to being conducted as a self-administered, electronic survey. No mode effect was found for current use of tobacco product estimates in a pilot of the survey changes. In 2020, the data collection timeline was truncated due to widespread school closures due to the Coronavirus Disease 2019 pandemic. Survey administration was due to run from January 16, 2020 through May 15, 2020 but was ended early on March 16, 2020 due to widespread school closures. A weighting factor was applied to each student record to adjust for nonresponse and for varying probabilities of selection. Weights were adjusted to ensure that the weighted proportions of students in each grade matched national population proportions.

1. Because Healthy People 2030 objectives have a desired direction (e.g., increase or decrease), the confidence level of a one-sided prediction interval can be used as an indication of how likely a target will be to achieve based on the historical data and fitted trend.