Legacy Media Tracking Survey
The Legacy Media Tracking Survey is a periodic national telephone survey of young people, ages 12 to 24, which uses random-digit dialing to ensure representative sampling. Working with the Legacy Evaluation and Research Coordinating Team at RTI, Legacy designed the LMTS to monitor youth exposure to the truth® campaign, in order to determine its effectiveness on tobacco use over time. The survey 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-I) during Fall 1999 and Winter 2000, before the launch of the national truth® campaign, to provide the baseline for future studies. We conducted LMTS-II from September through December 2000, and LMTS-III, from April to July 2001, gathering responses from over 20,000 young people.
Surveys