| Advertisements (message) | Calls | Cost | Cost per call |
| Daytime television ad buys | |||
| Ad aired alone | |||
| “Quitting Takes Practice” (how to quit smoking) | 1318 | $91 906 | $70 |
| “Funeral” (reasons to quit smoking) | 260 | $23 324 | $90 |
| “Cigarette Pack” (reasons to quit smoking) | 246 | $35 250 | $143 |
| “Tina Cary” (family testimonial smokeless) | 400 | $57 796 | $144 |
| “Bedroom” (secondhand smoke) | 52 | $8568 | $165 |
| “Debi-Voicebox” (smoker testimonial)* | 98 | $33 613 | $343 |
| Ads aired in pairs | |||
| “Quitting Takes Practice” and “Funeral” | 332 | $34 636 | $104 |
| “Quitting Takes Practice” and “Cigarette Pack” | 716 | $106 866 | $149 |
| “Debi-Voicebox” and “Cigarette Pack” | 333 | $67 225 | $202 |
| Evening television ad buys | |||
| Ad aired alone | |||
| “Krystell Memorial” (family testimonial smoking)* | 196 | $47 787 | $244 |
| “Quitting Takes Practice” (how to quit smoking)* | 346 | $115 957 | $336 |
| “Debi-Voicebox” (smoker testimonial) | 63 | $31 858 | $503 |
| “Funeral” (reasons to quit smoking) | 56 | $35 099 | $623 |
| “Tina Cary” (family testimonial smokeless) | 48 | $34 048 | $716 |
| “Cigarette Pack” (reasons to quit smoking)* | 67 | $54 449 | $815 |
| “Bedroom” (secondhand smoke) | 22 | $34 048 | $1530 |
| Ads aired in pairs | |||
| “Quitting Takes Practice” and “Krystell Memorial” | 338 | $95 574 | $283 |
| “Baby Smokers” (no QL)† and “Quitting Takes Practice” | 346 | $231 914 | $671 |
| “Baby Smokers” (no QL)† and “Cigarette Pack” | 67 | $108 898 | $1629 |
*Figures calculated from ads aired in pairs.
†Advertisement does not mention the quitline.