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Table 2 Poisson regression results for program exposure indicators, by gender

From: The reach and impact of social marketing and reproductive health communication campaigns in Zambia

  Females Males
  Total Radio programs TV programs Total (radio and TV) Radio programs TV programs "Maximum" sources
Age 0.002* 0.006*** -0.005** 0.005*** 0.008*** -0.004 -0.008***
Residence (ref: rural)        
   Capital 0.881*** 0.593*** 1.736*** 0.510*** 0.212*** 1.242*** 0.377***
   Other urban 0.637*** 0.457*** 1.364*** 0.346*** 0.130** 0.987*** 0.129*
Education (ref: no formal education)        
   Primary 0.835*** 0.812*** 0.982*** 0.578*** 0.570*** 0.735** 0.465***
   Secondary and higher 1.329*** 1.224*** 1.666*** 0.980*** 0.863*** 1.459*** 0.807***
Number of partners in past 12 months 0.018 0.030 -0.008 0.019 0.019 0.029 0.031*
Perceived AIDS risk (ref: None)        
   Small -0.038 -0.070* 0.019 0.033 -0.026 0.174* 0.078
   Moderate -0.071** -0.094** -0.020 -0.108* -0.090 -0.155 -0.005
   High + Has AIDS 0.174*** 0.207*** 0.100* 0.094** 0.118** 0.031 0.034
Own Radio 0.481*** 0.650*** -0.009 0.387*** 0.473*** 0.145* 0.160***
Owns TV 0.449*** 0.103** 1.225*** 0.278*** -0.007 0.829*** 0.181**
Constant -1.254*** -1.504*** -3.143*** -0.416*** -0.666*** -2.249*** -0.328*
Pseudo-R2 26.6%*** 15.7%*** 40.9%*** 16.7%*** 7.4%*** 31.4%*** 6.2%***
N 6,782 6,782 6,782 1,928 1,928 1,928 1,928
  1. Significance: *: p < 0.050; **: p < 0.010; ***: p < 0.001