Table 2

 Recall of anti-smoking advertisement as a function of the level of on-screen smoking in the target movie

MovieLevel of smoking% recalled advertisement n = 1234
*Men in Black II had a competing alcohol advertisement screening before the movie in two of the three areas unbeknown beforehand to the researchers. The recall rate for Men in Black II in the area with no competing advertisement was 68.1%.
Divine Secrets of the Ya Ya Sisterhood28Moderate89.5
Birthday Girl29Heavy75.7
About A Boy30Mild71.4
Mr Deeds31Mild60.0
*Men in Black II32Mild56.5*
Total58.4