Generalised estimating equation model coefficient estimates and 95% CIs for log cumulative target rating points (TRPs) for smokers, non-smokers and overall by each survey mode
| Smokers | Non-smokers | Overall | |
| Telephone only | |||
| Log(cumulative TRPs) | 3.5 (−0.5 to 7.6) | 5.6 (2.0 to 9.2) | 5.3 (1.6 to 9.0) |
| Web only | |||
| Log(cumulative TRPs) | 10.9 (2.0 to 19.9) | 14.5 (8.1 to 20.9) | 13.6 (6.8 to 20.3) |
| Combined | |||
| Log(cumulative TRPs) | 4.9 (−0.1 to 9.8) | 8.0 (2.6 to 13.4) | 7.4 (2.0 to 12.8) |