TABLE 3.

Alcohol Ad Exposure on Massachusetts Bay Transit Authority Trains for All Commuters: Boston, 2009

	Type of Neighborhood Surrounding Station
	Low Minority,a No.	High Minority,b No.	Low Poverty,c No.	High Poverty,d No.	Kenmore,e No.	Total, No.
Weekday ridership/station, average	4 320	4 958	3 985	4 857	8 025	4 646
Alcohol ads, average	1.52	0.88	1.16	1.27	57	1.73
Gross impressions/df	689 356	445 825	205 588	929 593	457 425	3 185 212
Gross rating pointsg	47.1	30.5	14.1	63.6	31.3	109

^aPopulation in census tract was < 23% non-White.

^bPopulation in census tract was ≥ 23% non-White.

^c< 10% of population in census tract was living below federal poverty line.

^d≥ 10% of population in census tract was living below federal poverty line.

^eKenmore Station was analyzed independently because of its geographic proximity to Fenway Park and neighborhoods with high populations of college students, as well as the presence of a station domination campaign for Coors beer at the time of the study.

^fCalculated by multiplying the no. of transit passengers on a given weekday by average no. of ads.

^gCalculated by dividing gross impressions/D for each study population by the total no. of people in the target audience for that population, then multiplying each quotient by 100.