Table 2

Demographic characteristics and reactions to anti-tobacco TV campaign by outcome smoking status

Variable Quitter (n=135)2-150 Continuing smoker (n=650) Continuing former or never smoker (n=759) Total (n=1544) p Value
Demographic characteristics
Age (x̄), (95% CI)38.25 (±3.18)39.19 (±2.20)43.75 (±2.57)42.080.008
Male (%), (95% CI)38.01 (±17.2)44.90 (±8.08)44.72 (±8.00)44.450.768
Low education2-151(%), (95% CI)40.08 (±17.5)59.42 (±7.59)29.12 (±6.33)38.660.00
Married (%), (95% CI)86.06 (±9.11)67.75 (±7.59)71.47 (±6.84)71.070.036
Reactions to TV campaign
Exposure
 Saw any TV ads (%), (95% CI)97.02 (±1.80)88.70 (±5.96)86.85 (±4.47)87.890.003
 Number of ads recognised(x̄), (95% CI) 4.89 (±0.57) 4.83 (±0.44) 4.29 (±0.28) 4.480.044
Receptivity
 Recalled well done ad (%), (95% CI)66.70 (±18.1)47.93 (±34.2)63.38 (±8.64)58.740.030
 Recalled poorly done ad(%), (95% CI)19.97 (±16.6)14.77 (±5.41) 9.83 (±4.76)11.910.272
 Perceived effectiveness of recalled ads2-152  (x̄), (95% CI) 6.71 (±0.86) 6.74 (±0.40) 7.58 (±0.31) 7.290.003
  • 2-150 Unweighted Ns;

  • 2-151 low education = high school or less;

  • 2-152 0 = not at all effective, 10 = very effective.