Baseline percentages of the two covariates (gender and CO level) for each of the six conditions of the study
| Covariates | |||||
| Gender | CO level | ||||
| Male | Female | Very light smoker | Light smoker | Heavy smoker | |
| No-smoking portrayal + 2× prosocial ads | 7.1% | 9.5% | 4.9% | 4.9% | 7.4% |
| No-smoking portrayal + mixed ads | 8.3% | 8.3% | 6.2% | 4.9% | 6.2% |
| No-smoking portrayal + 2× antismoking ads | 6.0% | 11.9% | 7.4% | 4.9% | 6.2% |
| Smoking portrayal + 2× prosocial ads | 7.1% | 8.3% | 7.4% | 2.5% | 6.2% |
| Smoking portrayal + mixed ads | 8.3% | 10.7% | 4.9% | 3.7% | 8.6% |
| Smoking portrayal + 2× antismoking ads | 7.1% | 7.1% | 4.9% | 0% | 8.6% |