Table 2. Regression of Florida Quitline and Web Coach Registrants on Target Rating Points (TRPs) for Tobacco Free Florida (TFF) Television Advertisements in Florida, November 2010 Through September 2013^a .

Independent Variable	Quitline Beta (95% CI) [P Value]	Web Coach Beta (95% CI) [P Value]
TFF television TRPs	6.8 (3.9 to 9.6) [<.001]	1.7 (0.6 to 2.8) [.003]
“Tips” television TRPs	11.4 (8.3 to 14.4) [<.001	—
Media market population size (in 100,000s)	−1.9 (−2.2 to −1.6) [<.001]	−1.1 (−1.2 to −1.0) [<.001]
Percentage of media market population that is black	−0.3 (−0.5 to −0.2) [<.001]	−0.2 (−0.3 to −0.2) [<.001]
Percentage of media market population that is non-white Hispanic	2.0 (1.6 to 2.1) [<.001]	0.8 (0.7 to 0.9) [<.001]
Percentage of media market population that has a bachelor’s degree or higher	−2.0 (−2.4 to −1.7) [<.001]	−1.0 (−1.2 to −0.8) [<.001]
Media market average income (in 10,000s)	19.8 (14.5 to 25.1) [<.001]	11.3 (9.2 to 13.4) [<.001]
Presence of advertisement highlighting free nicotine replacement therapy	31.8 (26.8 to 36.8) [<.001]	15.3 (13.3 to 17.3) [<.001]

Abbreviation: CI, confidence interval.

^a Models include a control variable for a weekly time trend.