Table 3.

Number of years until cumulative economic benefits exceed campaign costs by perspective

Media campaign duration	Private payers	Medicaid*	Medicare	Societal (direct costs only)†	Societal (direct and indirect costs)‡
1 year	6	2	2	3	3
5 years	7	2	2	5	4
10 years	9	2	2	5	4

^*Cost savings to Medicaid include both federal and state portions.

^†Includes all direct costs: media campaign costs, cessation treatment expenditures and smoking-attributable medical expenditures.

^‡Includes all direct costs plus productivity changes.