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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.