Table 3.
Characteristics of Ad Occurrences (N=591), August 2019 to April 2021
| Total N=591 | Pre-MRTP* N=269 | Post-MRTP N=322 | ||
|---|---|---|---|---|
| Variable | N (%) or M (SD) | N (%) or M (SD) | N (%) or M (SD) | p |
| Media Type, N (%) | <.001 | |||
| Online Display | 500 (84.6) | 253 (94.1) | 247 (76.7) | |
| 47 (8.0) | 11 (4.1) | 36 (11.2) | ||
| Mobile | 44 (7.4) | 5 (1.9) | 39 (12.1) | |
| Ad Headline Theme, N (%) § | ||||
| Real tobacco | 281 (47.5) | 107 (39.8) | 174 (54.0) | .001 |
| Includes tag: Get IQOS | 207 (35.0) | 96 (35.7) | 111 (34.5) | .758 |
| Less odor/ash | 124 (21.0) | 48 (17.8) | 76 (23.6) | .087 |
| Switch | 115 (19.5) | -- | 115 (35.7) | -- |
| Future | 108 (18.3) | 108 (40.1) | -- | -- |
| Innovation/Technology | 106 (17.9) | 47 (17.5) | 59 (18.3) | .789 |
| Convenience (e.g., use indoors) | 92 (15.6) | 7 (2.6) | 85 (26.4) | <.001 |
| Not burned/heat control | 80 (13.5) | 5 (1.9) | 75 (23.3) | <.001 |
| Reduced exposure | 45 (7.6) | -- | 45 (14.0) | -- |
| Same-day/home delivery | 29 (4.9) | -- | 29 (9.0) | -- |
| Enjoyment/satisfaction | 15 (2.5) | 2 (0.7) | 13 (4.0) | .011 |
| Science/research | 10 (1.7) | -- | 10 (3.1) | -- |
| Promotions (e.g., half off) | 3 (0.5) | -- | 3 (0.9) | -- |
| Distinct from e-cigarettes | 1 (0.2) | -- | 1 (0.3) | -- |
| Ad Visual/Image Theme, N (%) a | <.001 | |||
| Product | 363 (61.4) | 195 (72.5) | 168 (52.2) | |
| Woman/Product | 113 (19.1) | 23 (8.6) | 90 (28.0) | |
| Text | 96 (16.2) | 38 (14.1) | 58 (18.0) | |
| Woman/Man/Product | 13 (2.2) | 13 (4.8) | -- | |
| Man/Product | 6 (1.0) | -- | 6 (1.9) | |
| New (vs. Recut/Same as), N (%) | 350 (59.2) | 131 (48.7) | 219 (68.0) | <.001 |
| Ad Size, N (%)*** b | <.001 | |||
| Medium Rectangle | 203 (34.4) | 78 (29.0) | 125 (38.8) | |
| Half Page Ad | 153 (25.9) | 115 (42.8) | 38 (11.8) | |
| Custom Large | 145 (24.5) | 60 (22.3) | 85 (26.4) | |
| Full | 28 (4.7) | 10 (3.7) | 18 (5.6) | |
| Inside Front or Back Cover | 18 (3.0) | 1 (0.4) | 17 (5.3) | |
| Media Channel Theme, N (%) ƚ c | <.001 | |||
| Technology | 114 (19.3) | 53 (19.7) | 61 (18.9) | |
| Women’s fashion | 107 (18.1) | 31 (11.5) | 76 (23.6) | |
| Home | 56 (9.5) | 17 (6.3) | 39 (12.1) | |
| Weather/news | 53 (9.0) | 36 (13.4) | 17 (5.3) | |
| Entertainment/pop culture/gaming | 50 (8.5) | 4 (1.5) | 46 (14.3) | |
| Sports | 34 (5.8) | 29 (10.8) | 5 (1.6) | |
| Finance/business | 28 (4.7) | 24 (8.9) | 4 (1.2) | |
| Men’s fashion | 24 (4.1) | 10 (3.7) | 14 (4.3) | |
| Travel | 22 (3.7) | 4 (1.5) | 18 (5.6) | |
| Yahoo | 20 (3.4) | 19 (7.1) | 1 (0.3) | |
| Other | 83 (14.0) | 42 (15.6) | 41 (12.7) | |
| Spend per Occurrence ($ in thousands), M (SD) | 8.3 (31.1) | 4.9 (23.9) | 11.1 (35.8) | .016 |
| Impressions per Occurrence (in thousands), M (SD) | 40.5 (109.6) | 39.6 (120.2) | 41.3 (99.4) | .852 |
*
Run date began before July 7, 2020 (pre-MRTP) vs. after (post-MRTP).
§
Not discrete categories.
ƚ
Not applicable for mobile.
a–c
All significant in pairwise tests except: atext; bcustom large and full; and cmen’s fashion.