[Federal Register Volume 80, Number 25 (Friday, February 6, 2015)]
[Notices]
[Pages 6725-6726]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: 2015-02327]


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DEPARTMENT OF HEALTH AND HUMAN SERVICES

Centers for Disease Control and Prevention

[60Day-15-15MZ]


Proposed Data Collections Submitted for Public Comment and 
Recommendations

    The Centers for Disease Control and Prevention (CDC), as part of 
its continuing effort to reduce public burden and maximize the utility 
of government information, invites the general public and other Federal 
agencies to take this opportunity to comment on proposed and/or 
continuing information collections, as required by the Paperwork 
Reduction Act of 1995. To request more information on the below 
proposed project or to obtain a copy of the information collection plan 
and instruments, call 404-639-7570 or send comments to Leroy A. 
Richardson, 1600 Clifton Road, MS-D74, Atlanta, GA 30333 or send an 
email to [email protected].
    Comments submitted in response to this notice will be summarized 
and/or included in the request for Office of Management and Budget 
(OMB) approval. Comments are invited on: (a) Whether the proposed 
collection of information is necessary for the proper performance of 
the functions of the agency, including whether the information shall 
have practical utility; (b) the accuracy of the agency's estimate of 
the burden of the proposed collection of information; (c) ways to 
enhance the quality, utility, and clarity of the information to be 
collected; (d) ways to minimize the burden of the collection of 
information on respondents, including through the use of automated 
collection techniques or other forms of information technology; and (e) 
estimates of capital or start-up costs and costs of operation, 
maintenance, and purchase of services to provide information. Burden 
means the total time, effort, or financial resources expended by 
persons to generate, maintain, retain, disclose or provide information 
to or for a Federal agency. This includes the time needed to review 
instructions; to develop, acquire, install and utilize technology and 
systems for the purpose of collecting, validating and verifying 
information, processing and maintaining information, and disclosing and 
providing information; to train personnel and to be able to respond to 
a collection of information, to search data sources, to complete and 
review the collection of information; and to transmit or otherwise 
disclose the information. Written comments should be received within 60 
days of this notice.

Proposed Project

    Digital Media and Tobacco Outcomes Study--New--National Center for 
Chronic Disease Prevention and Health Promotion (NCCDPHP), Centers for 
Disease Control and Prevention (CDC).

Background and Brief Description

    In 2012, CDC launched the first federally funded, national mass 
media campaign to educate consumers about the adverse health 
consequences of tobacco use (the National Tobacco Prevention and 
Control Public Education Campaign, or ``the campaign''). The campaign 
continued in 2013 and 2014 with advertisements known as ``Tips from 
Former Smokers.'' CDC plans to continue the campaign in 2015 and 2016, 
with new ads scheduled for release between March and July, 2015. CDC is 
conducting a series of longitudinal surveys to assess campaign impact 
in both smokers and nonsmokers (OMB No. 0920-0923, exp. 3/31/2017). The 
campaign evaluation strategy is based on self-reported measures of 
consumer awareness of and exposure to specific campaign advertisements; 
changes in consumer knowledge, attitudes, and beliefs relating to 
smoking and secondhand smoke; smokers' behaviors related to cessation; 
and nonsmokers' encouragement of smokers to quit smoking and seek 
cessation services.
    The campaign includes digital advertising, which is now a mainstay 
of tobacco prevention campaigns because of the efficiency of digital ad 
placement, lower costs associated with digital ads, and the ability to 
reach individuals who do not use traditional media. Digital advertising 
also offers a unique opportunity to examine the relationship between ad 
exposure and consumer behavior. For example, Internet analytic tools 
can be used to verify an individual's exposure to a digital ad or to 
ascertain whether an individual has visited Web-based sources of 
information about tobacco use or tobacco cessation. These tools and 
methods provide objective measures of ad exposure and information-
seeking behavior and are not subject to the recall bias inherent in 
self-reported data.
    To supplement ongoing campaign evaluation efforts, CDC proposes to 
employ Internet analytic tools as part of an enhanced evaluation of the 
digital ad component of the mass media campaign. The evaluation study 
will not be conducted in the general U.S. population of Internet users. 
Individuals who participate in the proposed evaluation will be smokers 
recruited from an existing panel of adult Internet users who have 
agreed to allow monitoring of their Internet usage. Panels of this type 
are established and utilized by market research firms to elucidate 
consumer behavior. Panelists agree to download software on their 
computers that enables the market research company to unobtrusively 
track their web behavior, including Web sites visited, searches they 
conduct, purchases they make, and ads that are delivered on sites 
visited, regardless of whether the ads are selected (clicked) or not. 
These data are then aggregated and weighted to provide estimates of 
online consumer behaviors.
    CDC will employ an evaluation contractor to interface with a market 
research company and tobacco smokers who are part of an existing panel. 
For panelists who agree to participate in the Digital Media and Tobacco 
Outcomes Study, the contractor will analyze Internet usage data in 
conjunction with additional information collected directly from the 
study participants. All information collection will be coordinated with 
key events in the 2015 mass media campaign.
    In the recruitment phase of the study, panelists will be notified 
about the CDC-sponsored study and will have the opportunity to 
voluntarily consent to participate or decline to participate. They will 
also provide demographic information and be screened for eligibility. 
In the second phase, respondents will complete an online questionnaire 
soon after the digital ads have been aired (Wave 1 survey). Information 
will be collected about smokers' exposure to campaign digital 
advertisements and self-reported knowledge, attitudes, and beliefs 
related to smoking, and smoking-related information seeking. The 
questionnaire will also measure behaviors related to smoking cessation 
and intentions to quit smoking. In the third phase of the study, the 
same online questionnaire will be administered to respondents 
approximately 30 days after completion of the first survey (Wave 2 
survey).

[[Page 6726]]

    CDC and the evaluation contractor will use the Internet usage data 
and the survey information collected from study participants to examine 
the statistical relationships between confirmed exposure (or non-
exposure) to the campaign's digital and social media advertising and 
outcomes of interest for campaign evaluation. The study will provide 
CDC with new, timely, and relevant information regarding the reach and 
efficacy of the digital advertising component of the campaign in 2015. 
All findings will be interpreted in light of known limitations of the 
methodology, such as use of a convenience sample of respondents.
    OMB approval is requested for one year. Participation is voluntary 
and there are no costs to respondents other than their time.

                                        Estimated Annualized Burden Hours
----------------------------------------------------------------------------------------------------------------
                                                                     Number of    Average burden
      Type of respondent            Form name        Number of     responses per   per response    Total burden
                                                    respondents     respondent      (in hours)      (in hours)
----------------------------------------------------------------------------------------------------------------
Market Research Panelists.....  Screening and             50,000               1            2/60           1,667
                                 Consent
                                 Questionnaire.
Adult Panelists Who Are         Digital Media              5,000               1           20/60           1,667
 Tobacco Smokers.                and Tobacco
                                 Outcomes
                                 Questionnaire
                                 (Wave 1).
                                Digital Media              2,400               1           20/60             800
                                 and Tobacco
                                 Outcomes
                                 Questionnaire
                                 (Wave 2).
                                                 ---------------------------------------------------------------
    Total.....................  ................  ..............  ..............  ..............           4,134
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Leroy A. Richardson,
Chief, Information Collection Review Office, Office of Scientific 
Integrity, Office of the Associate Director for Science, Office of the 
Director, Centers for Disease Control and Prevention.
[FR Doc. 2015-02327 Filed 2-5-15; 8:45 am]
BILLING CODE 4163-18-P