Table 2

Randomised media higher-dose results among cigarette smokers,* 2013 Tips evaluation

Smoker outcome variablesDescriptive statisticsMultivariate models†
Standard-dose marketsHigher-dose marketsp Value‡Higher-dose adjusted ORp Value‡
Ad exposure
 Awareness of any Tips ad on TV    75.0§87.2<0.0012.16<0.001
 Frequency of exposure to Tips ads¶5.098.04<0.0012.85**<0.001
Quit attempts and intentions to quit
 Incidence of quit attempt since 2013 Tips launch34.938.80.0391.200.029
 Intends to quit in next 30 days††
 Intends to quit in next 6 months††23.525.80.1141.160.059
Disease knowledge (campaign-related)
 Heart disease83.584.90.2191.090.255
 Hole in throat (stoma or tracheotomy)83.383.60.4121.050.314
 Buerger's disease28.631.70.0771.120.135
 COPD or chronic bronchitis88.991.80.0251.350.038
 Worsening of diabetic complications84.288.50.0031.430.010
Disease knowledge (unrelated to campaign)
 Lung cancer94.395.40.1291.240.118
 Cancer of mouth or throat90.891.80.2151.150.182
 Gallstones (control item)
  • *Among current smokers at time of 2013 Tips launch.

  • †Multivariate models control for income, mental health condition, media market population size, media market smoking prevalence and median income in media market. Survey weights control for differences in age, gender, race/ethnicity and educational attainment across randomised markets.

  • ‡p Values are calculated as one-tailed (higher-dose greater than standard-dose); p<0.05.

  • §Statistically significant differences are indicated in boldface type.

  • ¶Frequency is expressed as an integer.

  • **Ordinary least squares β coefficient.

  • ††Among current smokers at time of survey only.

  • COPD, chronic obstructive pulmonary disease; Tips, Tips From Former Smokers; TV, television.