Table 1.
Ad Characteristics
| Anti-Vaccine Ads n=145 | Pro-Vaccine Ads n= 163 | χ2(dof) | p | |
|---|---|---|---|---|
| Currently Active (%) | 6 (4%) | 13 (8%) | 2.37(1) | 0.12 |
| Inactive | 139 (96%) | 150 (92%) | ||
| Incomplete Disclosure | 31(21%) | 61 (37%) | 9.43(1) | 0.002 |
| Complete Disclosure | 114 (79%) | 102 (63%) | ||
| Taken Down | 15 (10%) | 10 (6%) | 0.05(1) | 0.18 |
| Not Taken Down | 130 (90%) | 153 (94%) | ||
| Image Only | 95 (66%) | 109 (67%) | 0.06(1) | 0.80 |
| Includes Video | 50 (34%) | 54 (33%) | ||
| Vaccination in General | 119 (82%) | 31 (19%) | 122.11(1) | <0.001 |
| Specific Vaccines | 26 (18%) | 132 (81%) | ||
| Influenza | 8 (31%) | 52 (39%) | 15.42(5) | 0.009 |
| HPV | 3 (12%) | 16 (11%) | ||
| MMR | 6 (23%) | 11 (8%) | ||
| Meningitis B | 0 (0%) | 18 (14%) | ||
| Polio | 1 (4%) | 20 (15%) | ||
| Other | 8 (31%) | 15 (12%) | ||
| Major Themes* | Vaccine Harm 72 (49%) | Get Vaccinated 77(47%) | ||
| *non-discrete categories | Vaccine Choice 44 (30%) | Philanthropy 38 (23%) | ||
| Vaccine Fraud 26 (18%) | Vaccine Policy 23 (14%) | |||
| News 18 (11%) | ||||
| Opposing Anti-Vax 17(10%) |
Boldface indicates statistical significance (p<0.05)
*
Non-discrete categories