Table 1 Cost per call for television ad buys
Advertisements (message)CallsCostCost 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.