Cigarette brand preference among middle and high school students who are established smokers - United States, 2004 and 2006.

Studies have suggested a link between exposure to tobacco advertising and cigarette brand preference. Knowing the brand preferences of young established smokers can provide insight into what influences young smokers to start and continue to smoke. A report of 2005 data indicated that the three most heavily advertised brands, Marlboro, Newport, and Camel, were preferred by 81% of U.S. youths aged 12-17 years. To assess the cigarette brand preferences among middle school and high school students who were established smokers, CDC analyzed data from the 2004 and 2006 National Youth Tobacco Survey (NYTS). This report summarizes the results of that analysis, which indicated that among established student smokers in middle and high school, Marlboro was the preferred brand (43.3% and 52.3%, respectively), followed by Newport (26.4% and 21.4%, respectively). The use of Newport was significantly higher among blacks in middle school (59.7%) and high school (78.6%) compared with other racial/ethnic groups. Information on brand preferences and tobacco marketing strategies that are attractive to students can be used by tobacco control programs and community initiatives in the design of tobacco countermarketing campaigns. These countermarketing campaigns have been shown to be effective as part of a comprehensive tobacco control program to decrease the initiation of tobacco use among youths and young adults.