Table II.

The content characteristics of CPM videos on YouTube

	Description of primary				Description of context			Product promotion and use		High video quality
Video ID	Individual	Black	Male	<18	Music	OTP	Alcohol	Packaging	Lit/smoking	Picture	Sound	Overall
V001	1	1	1	1	1	0	0	1	1	0	0	0
V002	1	1	1	0	1	0	0	1	1	0	0	0
V003	1	1	1	0	1	0	0	1	1	1	0	1
V004	1	1	1	0	1	0	0	1	1	0	0	0
V005	1	1	1	0	1	0	0	0	1	0	0	0
V006	0	1	1	0	0	0	0	1	1	0	0	0
V007	1	1	1	1	0	0	0	1	0	0	0	0
V008	1	0	1	0	0	0	0	0	0	0	0	0
V009	1	1	1	0	0	0	0	0	0	1	1	1
V010	1	0	0	0	1	1	0	1	1	1	1	1
V011	1	1	1	0	1	0	0	1	1	0	0	0
V012	1	0	1	0	1	0	0	0	1	0	0	0
V013	1	1	1	0	1	0	0	1	0	0	0	0
V014	1	1	1	0	0	0	1	1	1	0	0	0
V015	0	0	1	0	0	0	0	1	1	0	0	0
V016	1	1	1	0	0	0	0	1	1	0	0	0
V017	0	0	1	1	0	0	0	1	1	0	0	0
V018	1	0	1	0	1	0	0	1	1	0	0	1
V019	1	1	1	0	1	0	0	1	0	0	0	0
V020	1	1	1	0	1	0	0	1	1	0	0	1
V021	1	0	1	0	0	0	0	1	0	0	0	0
V022	1	1	1	1	1	0	0	0	0	0	0	0
V023	1	0	1	0	0	0	0	1	0	0	0	0
V024	1	1	1	0	1	1	1	1	1	0	1	1
V025	1	1	1	1	1	0	0	0	0	0	0	0
V026	1	1	1	0	1	0	0	1	1	0	0	0
%	88.4%	69.3%	96.1%	19.2%	61.5%	7.6%	7.6%	76.9%	65.3%	11.5%	11.5%	23.1%
Reliability	0.90	0.81	0.86	0.89	0.92	0.86	0.70	0.75	1.00	0.62	0.54	0.78

OTP = Other tobacco products.