Table 1

Variation in advertising exposure to Philip Morris advertising for television households based on top 75 DMAs in the United States, 1998–2003

Campaign type	1998	1999	2000	2001	2002	2003	1998–2003
*On average each month, households were exposed to 6.18 ads.
†Over the three-month period of the campaign in 1999, households were exposed to an average of 18.54 ads.
Working to make a difference
Monthly mean	0	6.18*	6.74	3.80	–	–	5.37
No of months	0	3	12	12	0	0	27
Total	0	18.54†	80.88	45.60	0	0	145.02
Tobacco settlement
Monthly mean	0	0	10.05	0	0	0	10.05
No of months	0	0	3	0	0	0	3
Total	0	0	30.15	0	0	0	30.15
PM USA
Monthly mean	0	0	0	0	0	3.11	3.11
No of months	0	0	0	0	0	7	7
Total	0	0	0	0	0	21.77	21.77
YSP youth
Monthly mean	7.04	4.00	3.47	2.16	1.75	0	3.27
No of months	1	12	12	12	1	0	38
Total	7.04	48	41.64	25.92	1.75	0	124.35
YSP parent
Monthly mean	0	3.47	1.69	1.96	3.34	3.17	2.64
No of months	0	6	12	12	12	12	54
Total	0	20.82	20.28	23.52	40.08	38.04	142.74