Table 1 Variation in advertising exposure to Philip Morris advertising for television households based on top 75 DMAs in the United States, 1998–2003.

Campaign type	1998	1999	2000	2001	2002	2003	1998–2003
Working to make a difference
Monthly mean	0	6.18*	6.74	3.80	–	–	5.37
No of months	0	3	12	12	0	0	27
Total	0	18.54†	80.88	45.60	0	0	145.02
Tobacco settlement
Monthly mean	0	0	10.05	0	0	0	10.05
No of months	0	0	3	0	0	0	3
Total	0	0	30.15	0	0	0	30.15
PM USA
Monthly mean	0	0	0	0	0	3.11	3.11
No of months	0	0	0	0	0	7	7
Total	0	0	0	0	0	21.77	21.77
YSP youth
Monthly mean	7.04	4.00	3.47	2.16	1.75	0	3.27
No of months	1	12	12	12	1	0	38
Total	7.04	48	41.64	25.92	1.75	0	124.35
YSP parent
Monthly mean	0	3.47	1.69	1.96	3.34	3.17	2.64
No of months	0	6	12	12	12	12	54
Total	0	20.82	20.28	23.52	40.08	38.04	142.74

*On average each month, households were exposed to 6.18 ads.

†Over the three‐month period of the campaign in 1999, households were exposed to an average of 18.54 ads.