Table 2.
Characteristics of Unique Ads (N=24), August 2019 to April 2021
| Total N=24 | Pre-MRTP* N=9 | Post-MRTP N=15 | ||
|---|---|---|---|---|
| Variable | N (%) or M (SD) | N (%) or M (SD) | N (%) or M (SD) | p |
| Ad Headline Theme, N (%) § | ||||
| Real tobacco | 11 (45.8) | 6 (66.7) | 5 (33.3) | .113 |
| Less odor/ash | 7 (29.2) | 3 (33.3) | 4 (26.7) | .728 |
| Switch | 6 (25.0) | -- | 5 (33.3) | -- |
| Same-day/home delivery | 5 (20.8) | -- | 5 (33.3) | -- |
| Convenience (e.g., use indoors) | 4 (16.7) | -- | 4 (26.7) | -- |
| Not burned/heat control | 4 (16.7) | 1 (11.1) | 3 (20.0) | .572 |
| Includes tag: Get IQOS | 3 (12.5) | 2 (22.2) | 1 (6.7) | .265 |
| Future | 3 (12.5) | 3 (33.3) | -- | -- |
| Innovation/Technology | 3 (12.5) | 1 (11.1) | 2 (13.3) | .873 |
| Reduced exposure | 3 (12.5) | -- | 3 (20.0) | -- |
| Enjoyment/satisfaction | 1 (4.2) | 1 (11.1) | -- | -- |
| Promotions (e.g., half off) | 1 (4.2) | -- | 1 (6.7) | -- |
| Science/research | 1 (4.2) | -- | 1 (6.7) | -- |
| Distinct from e-cigarettes | 1 (4.2) | -- | 1 (6.7) | -- |
| Ad Visual/Image Theme, N (%) | .451 | |||
| Product | 14 (58.3) | 6 (66.7) | 8 (53.3) | |
| Woman/Product | 6 (25.0) | 1 (11.1) | 5 (33.3) | |
| Text | 2 (8.3) | 1 (11.1) | 1 (6.7) | |
| Man/Product | 1 (4.2) | -- | 1 (6.7) | |
| Woman/Man/Product | 1 (4.2) | 1 (11.1) | -- | |
| Spend per Ad ($ in thousands), M (SD) | 204.3 (596.7) | 147.9 (143.4) | 238.1 (689.9) | .729 |
| Impressions per Ad (in thousands), M (SD) | 1051.5 (1350.8) | 1546.1 (1798.1) | 747.1 (944.3) | .218 |
*
Run date beginning before July 7, 2020 (pre-MRTP) vs. after (post-MRTP).
§
Not discrete categories.