--- title: Less tobacco on TV means fewer smokers description: While the cost of tobacco products has a large impact on consumption rates, new research suggests that less tobacco screen time could also be a contributing factor canonical: https://time.com/48291/less-smoking-on-tv-means-fewer-smokers/ author: Alexandra Sifferlin article:opinion: false article:content_tier: free article:published_time: 2014-04-03T22:30:36.000Z article:modified_time: 2026-02-21T07:07:15.449Z article:section: Health og:title: Less tobacco on TV means fewer smokers og:description: While the cost of tobacco products has a large impact on consumption rates, new research suggests that less tobacco screen time could also be a contributing factor og:url: https://time.com/48291/less-smoking-on-tv-means-fewer-smokers/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt387cf6ec053207b1/698688baadae4409dc542530/136317630-copy.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 5400 og:image:height: 3038 og:image:alt: 136317630 og:type: article twitter:card: summary_large_image twitter:title: Less tobacco on TV means fewer smokers twitter:description: While the cost of tobacco products has a large impact on consumption rates, new research suggests that less tobacco screen time could also be a contributing factor twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt387cf6ec053207b1/698688baadae4409dc542530/136317630-copy.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # Smoking Habits Fall in Primetime TV, and in Real Life > Sponsored content. 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Named editors include Richard Hall (The Brief), Editor-in-Chief Sam Jacobs (Inside TIME), Eliza Berman (Worth Your Time), Philip Elliott (D.C. Brief), Justin Worland (Future Proof) and Harry Booth (In the Loop). Health Matters is written by TIME's health desk. #### How do I sign up for a TIME newsletter? Go to time.com/newsletters, choose the newsletters you want and enter your email address. There is no cost and no subscription requirement. ### Sources * TIME Newsletters: [time.com/newsletters](/c/time-nl-network-2026q3/newsletters?i=5bf86e4d-f63b-40db-bcb2-2e0785c5db63&cr=time-nl-network-2026q3-v1) by [Alexandra Sifferlin](https://time.com/author/alexandra-sifferlin/) ## Alexandra Sifferlin Apr 3, 2014 10:30 PM UTC  Ssmoking Ssmoking Ian Sanderson—Getty Images by [Alexandra Sifferlin](https://time.com/author/alexandra-sifferlin/) ## Alexandra Sifferlin Apr 3, 2014 10:30 PM UTC The pairing of beautiful people in Hollywood and cigarettes has been blamed for glamorizing smoking. In the 1940s and ’50s, even cartoon characters like Fred Flinstone smoked on television. We’re much less likely to see cigarettes in movies and television now, thanks to the 1964 Surgeon General’s report on smoking’s health risks and the 1970 Public Health Cigarette Smoking Act, which banned cigarette advertising on television. While it’s well known that the cost of tobacco products has a large impact on consumption rates, new research suggests that less tobacco screen time could also be a contributing factor. Researchers at the Annenberg Public Policy Center of the University of the Pennsylvania watched 1,838 hours of primetime television dramas in the U.S. between 1955 to 2010, and recorded instances of tobacco products being depicted, including smoking, purchasing, and handling. Between 1961 and 2010, tobacco use on primetime TV fell from 4.96 instances per hour of programming to 0.29 When researchers compared rates of smoking on the small screen to that of the American population during the same period, they found a corresponding decline. In 1964, about 50% of Americans were smokers, compared to about 20% now. After normalizing for changes in cigarette prices and other influencing factors, results showed that one fewer tobacco scene per hour on TV over two years of programming could predict a fall of two packs of cigarettes per adult per year. The impact, the researchers say, is about half that of raising tobacco prices. Despite the positive findings, we still see plenty of cigarettes and smoking on television (think _Mad Men_), which may be responsible for some continued smoking habits, since research shows that tobacco exposure cues cravings in adult smokers. The study, published in the journal _Tobacco Control,_ also didn’t look at cable or YouTube, which could contribute to rates of smoking as well. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/48291/less-smoking-on-tv-means-fewer-smokers/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/48291/less-smoking-on-tv-means-fewer-smokers/"},"headline":"Smoking Habits Fall in Primetime TV, and in Real Life","datePublished":"2014-04-03T22:30:36.000Z","dateModified":"2026-02-21T07:07:15.449Z","description":"While the cost of tobacco products has a large impact on consumption rates, new research suggests that less tobacco screen time could also be a contributing factor","url":"https://time.com/48291/less-smoking-on-tv-means-fewer-smokers/","keywords":["tobacco","Television","Smoking"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt387cf6ec053207b1/698688baadae4409dc542530/136317630-copy.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Alexandra Sifferlin","jobTitle":null,"url":"https://time.com/author/alexandra-sifferlin/"}],"articleSection":"Health","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt387cf6ec053207b1/698688baadae4409dc542530/136317630-copy.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"136317630","caption":"136317630","creditText":"Ian Sanderson—Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/health/","name":"Health"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/tobacco/","name":"tobacco"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/48291/less-smoking-on-tv-means-fewer-smokers/","name":"Smoking Habits Fall in Primetime TV, and in Real Life"}}]}] ```