Projected numbers of new experimenters attributable to the Joe Camel, Marlboro, and other campaigns from the 1993 and 1996 California Tobacco Surveys
| All advertising/ promotions | Camel campaign | Marlboro campaign | Other campaigns | |
|---|---|---|---|---|
| 1988–1994 | 4 644 734 | 2 005 132 | 971 678 | 1 667 924 |
| 1995–1998 | 3 305 148 | 1 459 884 | 1 002 782 | 842 482 |
| Overall: 1988–1998 | 7 949 882 | 3 465 016 | 1 974 460 | 2 510 406 |