Table 3. Multivariable Models of the Relationship of Tips Television Gross Rating Pointsa Exposure Group and 7-Day and 30-Day Abstinence Among Tobacco Users Enrolled in the Nebraska, North Carolina, or Texas State Tobacco Quitline Multiple-Call Programs, March 19, 2012–June 10, 2012.
| Characteristic | Quit ≥7 Days (N = 634) |
Quit ≥30 Days (N = 634) |
||
|---|---|---|---|---|
| Adjusted OR (95% CI) | P Valuea | Adjusted OR (95% CI) | P Valuea | |
| Age | 1.00 (0.99–1.02) | .64 | 1.00 (0.99–1.02) | .99 |
| Sex | ||||
| Male | 1 [Reference] | .37 | 1 [Reference] | .62 |
| Female | 0.84 (0.58–1.23) | 0.91 (0.61–1.34) | ||
| Insurance status | ||||
| Private insurance (including Medicare) | 1 [Reference] | .09 | 1 [Reference] | .07 |
| Medicaid | 0.68 (0.42–1.11) | 0.62 (0.38–1.03) | ||
| Uninsured | 0.59 (0.37–0.95) | 0.58 (0.35–0.94) | ||
| Race/ethnicity | ||||
| Non-Hispanic white | 1 [Reference] | .60 | 1 [Reference] | .92 |
| Hispanic or other | 0.90 (0.61–1.34) | 0.98 (0.65–1.47) | ||
| Nicotine dependence indexb | 0.71 (0.57–0.89) | .003 | 0.74 (0.58–0.93) | .01 |
| Use of cessation medications | ||||
| No | 1 [Reference] | .40 | 1 [Reference] | .27 |
| Yes | 1.21 (0.78–1.87) | 1.30 (0.82–2.05) | ||
| Number of counseling sessions completed | 1.15 (1.01–1.30) | .03 | 1.15 (1.01–1.30) | .03 |
| Television gross rating pointsc exposure | 0.99 (0.95–1.02) | .40 | 0.99 (0.96–1.03) | .59 |
Abbreviations: CI, confidence interval; OR, odds ratio; Tips, Tips from Former Smokers campaign.
Multivariable logistic regression was used to compute P values. Model also controlled for state as a fixed effect. Callers with missing data on 1 or more model variables were excluded from the model.
A 4-point scale index to represent nicotine dependence level based on cigarettes per day and time to first tobacco use after waking. Higher scores on the index represent a higher level of nicotine dependence.
Television gross rating points are the product of media reach (ie, the percentage of audience that is exposed to a given advertisement) and frequency (ie, the number of times the audience is exposed to an advertisement) during a given period of time (15). Tips television gross rating points were entered as a continuous variable and rescaled so that the odds ratios reflect change with each 100-point increase in television gross rating points.