The impact of televised tobacco control advertising content on campaign recall: Evidence from the International Tobacco Control (ITC) United Kingdom Survey

Table 2 Odds ratios for recall according to campaign type and period of exposure

Model	Campaign category GRPs*	Period	OR¹(95% CI)	p
Model	Campaign category GRPs*	Period	(n = 3,932)	p
1	All Campaigns	1–6 months ago	1.26 (1.12–1.41)	< 0.001
2	Elicits Negative Emotions	1–6 months ago	1.41 (1.24–1.61)	< 0.001
2	Elicits Positive Emotions	1–6 months ago	0.88 (0.71–1.09)	0.237
3	All Campaigns	1–3 months ago	1.51 (1.14–2.01)	0.004
3	All Campaigns	4–6 months ago	1.08 (0.84–1.38)	0.566
4	Elicits Negative Emotions	1–3 months ago	1.63 (1.16–2.28)	0.005
	Elicits Negative Emotions	4–6 months ago	1.36 (1.04–1.77)	0.024
	Elicits Positive Emotions	1–3 months ago	0.71 (0.40–1.25)	0.237
	Elicits Positive Emotions	4–6 months ago	1.44 (0.56–3.71)	0.449

¹adjusted for gender, age group, level of education, region of residence and cohort of recruitment, *in units of 1,000 GRPs.

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