Table 2. Predicted Callsa Attributable to the Tips Campaign for Actual Campaign and Counterfactual Scenario Assuming All Ads Are Tagged With 1–800-QUIT-NOW, February 4–July 8, 2012.
| Outcome | Prediction Scenario (95% CI) |
|
|---|---|---|
| Observed Campaign | Predicted Calls Assuming All Ads Tagged With 1–800-QUIT-NOW | |
| Total calls during Tips campaign | 363,656 | 504,321 (492,758–515,884) |
| Predicted calls in absence of campaign (all GRPs = 0) | 190,799 (181,084–200,514) | 190,799 (181,084–200,514) |
| Predicted calls attributable to Tips campaign | 172,857 (163,142–182,572) | 313,522 (301,959–325,085) |
Abbreviations: CI, confidence interval; GRP, gross rating point.
a
Call prediction values are limited to the 12-week time frame of the Tips campaign, March 19–June 10, 2012.