Prevalence of themes—as a proportion of the total number of stories each year (2007–2012)
| Count (percentage of total no of stories) | ||||||
|---|---|---|---|---|---|---|
| Year | Get around smokefree | Risk and uncertainty | Healthier choice | Celebrity use | Price | Total stories (n) |
| Year 1 (07/08) | 8 (100) | 0 | 6 (75) | 0 | 8 (100) | 8 |
| Year 2 (08/09) | 10 (48) | 9 (43) | 12 (57) | 2 (10) | 9 (43) | 21 |
| Year 3 (09/10) | 10 (67) | 3 (20) | 7 (47) | 4 (27) | 5 (33) | 15 |
| Year 4 (10/11) | 9 (33) | 7 (26) | 18 (67) | 21 (78) | 7 (26) | 27 |
| Year 5 (11/12) | 7 (15) | 12 (25) | 28 (58) | 14 (29) | 12 (25) | 48 |
| Total (07–12) | 44 (37) | 31 (26) | 71 (59) | 41 (34) | 41 (34) | 119 |