Average perceived effectiveness by smoker characteristics and cessation ad categories (95% CIs)
| Smoker characteristic | Ad category | |||
| Why to quit—graphic images | Why to quit—testimonial | How to quit—hard to quit | Anti-industry | |
| Overall | 13.1 (13.0 to 13.4) | 12.8 (12.7 to 13.0) | 11.9 (11.7 to 12.1) | 12.0 (11.8 to 12.2) |
| Cigarette consumption | ||||
| <10 cigarettes per day | 13.7 (13.3 to 14.1) | 13.4 (13.1 to 13.6) | 12.1 (11.8 to 12.4) | 12.3 (11.9 to 12.7) |
| 10–19 cigarettes per day | 13.1 (12.7 to 13.5) | 13.1 (12.8 to 13.3) | 11.8 (11.5 to 12.1) | 12.1 (11.7 to 12.5) |
| 20+ cigarettes per day | 13.1 (12.6 to 13.6) | 12.7 (12.4 to 13.0) | 11.9 (11.4 to 12.4) | 11.2 (10.6 to 11.7) |
| Desire to quit | ||||
| Does not want to quit a lot | 12.5 (12.2 to 12.7) | 12.3 (12.1 to 12.5) | 11.3 (11.0 to 11.4) | 11.3 (11.0 to 11.6) |
| Wants to quit a lot | 14.6 (14.2 to 15.0) | 14.6 (14.4 to 14.9) | 13.1 (12.8 to 13.4) | 13.5 (13.2 to 13.8) |
| Cessation attempts in the past 12 months | ||||
| Did not make quit attempt | 12.3 (12.0 to 12.6) | 12.3 (12.1 to 12.5) | 11.1 (10.8 to 11.3) | 11.3 (11.1 to 11.6) |
| Made a quit attempt | 14.2 (13.9 to 14.5) | 14.0 (13.8 to 14.2) | 12.7 (12.4 to 13.0) | 12.8 (12.5 to 13.2) |