Legacy Media Tracking Survey

The LMTS measures levels of youth awareness of other anti-tobacco ads, campaigns and organizations; awareness of pro-tobacco advertising and other pro-tobacco influences; and general levels of exposure to broadcast media. Youth are also asked about their tobacco-related beliefs, attitudes and behaviors. Survey results guide the campaign's evolution and provide important information about the media environment in which truth® and other Legacy initiatives operate.

We administered the first LMTS (LMTS-1) during Fall 1999 and Winter 2000, before the launch of the national truth® campaign, to provide the baseline for future studies. Subsequent LMTS administrations took place on the following dates:

LMTS-2: September 8-December 23, 2000
LMTS-3: April 3-July 29, 2001
LMTS-5: December 12, 2001-May 30, 2002
LMTS-6: July 31-October 2, 2002
LMTS-7: October 24, 2002-July 13, 2003
LMTS-8: March 26-July 31, 2003
LMTS-9: October 2, 2003-January 15, 2004

*LMTS-4 data were collected during September 11, 2001. The questionnaire was different from the other waves and the sample size was small; therefore the data are not used for analysis.

Surveys

LMTS-9