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Table 1 Overall and demographic comparisons of the cognitive impact of health message sponsorship

From: Maintaining relevance: an evaluation of health message sponsorship at Australian community sport and arts events

  

Awareness (n = 1315) %

 

Comprehension#(n = 977) %

 

Acceptance#(n = 898) %

 

Intention#(n = 365) %

Total (Sample)

 

58.2

 

43.2

 

39.8

 

16.2

Total (Preceding level)

 

58.2

 

74.2

 

91.9

 

40.6

 

% #

OR a (95% CI)

% #

OR a (95% CI)

% #

OR a (95% CI)

% #

OR a (95% CI)

Event

        

  Arts

50.8

1.0

74.1

1.0

91.8

1.0

43.1

1.0

  Sport

60.1

1.6 (0.8 - 3.7)

75.4

0.9 (0.4 - 1.7)

92.6

1.0 (0.5 – 2.0)

29.6

1.9 (0.6 – 5.6)

Gender

        

  Male

54.0

1.0

71.8

1.0

88.8

1.0

38.8

1.0

  Female

61.8

1.4 (1.1 - 1.6)*

76.1

1.3 (0.9 - 1.8)

94.1

1.9 (1.2 – 3.1)**

41.9

1.2 (0.9 – 1.6)

Age group

        

  <40 years

57.5

1.0

73.7

1.0

89.9

1.0

34.5

1.0

  >40 years

59.0

1.2 (0.9 - 1.5)

74.9

1.0 (0.8 – 1.4)

94.0

2.1 (1.0 - 2.9)*

46.7

1.7 (1.3 - 2.3)**

  1. OR odds ratio; CI confidence interval; #Percentage of each preceding level in the hierarchy; aAdjusted for event, and survey type; *p < 0.05; **p < 0.01.
  2. Note: Bold text indicates statistical significance.