| Advertisements (message) | Calls | Cost | Cost per call |
| Ad aired alone | |||
| “Raspy” (reasons to quit smoking)* | 320 | $106 407 | $332 |
| “Tina Cary-Graft” (family testimonial smokeless)* | 410 | $146 335 | $357 |
| “Just a Pinch” (reasons to quit smokeless)* | 127 | $65 367 | $514 |
| “Lucky Rick” (smokeless user testimonial)* | 172 | $90 578 | $527 |
| Ads aired in pairs | |||
| “Secondhand Sound” (no QL)† and “Lucky Rick” | 172 | $181 156 | $1053 |
| “Secondhand Sound” (no QL)† and “Tina Cary-Graft” | 234 | $153 166 | $655 |
| “What Is a Voice” (no QL)† and “Tina Cary-Graft” | 176 | $139 504 | $793 |
| “Raspy” and “Lucky Rick” | 522 | $212 813 | $408 |
| “Raspy” and “Just a Pinch” | 324 | $130 734 | $404 |
*Figures calculated from ads aired in pairs.
†Advertisement does not mention the quitline (QL).