Table 4.
Adspend Across Dimensions of $4.9 Million Total Adspend, 2019–2021
| Total $4,902,110 (100.0%) | Pre-MRTP* $1,324,080 (27.0%) | Post-MRTP $3,578,030 (73.0%) | ||
|---|---|---|---|---|
| Variable | N (%) Cost to the $000’s | N (%) Cost to the $000’s | N (%) Cost to the $000’s | p |
| Media Type | ||||
| 4846.5 (98.9) | 1294.9 (97.8) | 3551.7 (99.3) | .263 | |
| Online Display | 43.2 (0.9) | 29.0 (2.2) | 14.2 (0.4) | .034 |
| Mobile | 12.4 (0.3) | 0.2 (0.02) | 12.2 (0.3) | .157 |
| Ad Headline Theme | ||||
| Switch | 3404.2 (69.4) | -- | 3404.2 (95.1) | -- |
| Reduced exposure | 3398.7 (69.3) | -- | 3398.7 (95.0) | -- |
| Real tobacco | 1472.9 (30.1) | 1303.8 (98.5) | 169.1 (4.7) | <.001 |
| Less odor/ash | 1464.5 (29.9) | 1299.1 (98.1) | 165.4 (4.6) | <.001 |
| Distinct from e-cigarettes | 155.8 (3.2) | -- | 155.8 (4.4) | -- |
| Includes tag: Get IQOS | 24.2 (0.5) | 10.0 (0.8) | 14.2 (0.4) | .489 |
| Future | 14.6 (0.3) | 14.6 (1.1) | -- | -- |
| Convenience (e.g., use indoors) | 10.2 (0.2) | 0.3 (0.02) | 10.0 (0.3) | .452 |
| Innovation/Technology | 9.0 (0.2) | 4.5 (0.3) | 4.5 (0.1) | .363 |
| Not burned/heat control | 8.4 (0.2) | 0.1 (0.01) | 8.2 (0.2) | .368 |
| Science/research | 2.8 (0.1) | -- | 2.8 (0.1) | -- |
| Same-day/home delivery | 1.0 (0.02) | -- | 1.0 (0.03) | -- |
| Enjoyment/satisfaction | 0.5 (0.01) | 0.01 (0.01) | 0.5 (0.01) | .423 |
| Promotions (e.g., half off) | 0.3 (0.01) | -- | 0.3 (0.01) | -- |
| Ad Visual/Image Theme § | ||||
| Product | 4877.2 (99.5) | 1317.4 (99.5) | 3559.8 (99.5) | <.001 |
| Woman/Product | 14.1 (0.3) | 1.6 (0.1) | 12.5 (0.4) | .269 |
| Text | 9.0 (0.2) | 3.4 (0.3) | 5.5 (0.2) | .886 |
| Woman/Man/Product | 1.6 (0.03) | 1.6 (0.1) | -- | -- |
| Man/Product | 0.3 (0.01) | -- | 0.3 (0.01) | -- |
| Media Channel Theme | ||||
| Women’s fashion | 1284.6 (26.2) | 414.0 (31.3) | 870.7 (24.3) | .808 |
| Entertainment/pop culture/gaming | 1132.6 (23.1) | 0.2 (0.02) | 1132.4 (31.7) | .252 |
| Men’s fashion | 900.9 (18.4) | 499.8 (37.7) | 401.1 (11.2) | .403 |
| Weather/news | 750.9 (15.3) | 17.2 (1.3) | 733.8 (20.5) | .003 |
| Technology | 519.3 (10.6) | 383.3 (28.9) | 136.0 (3.8) | .215 |
| Finance/business | 164.8 (3.4) | 1.3 (0.1) | 163.5 (4.6) | <.001 |
| Travel | 128.7 (2.6) | 0.1 (0.01) | 128.6 (3.6) | .646 |
| Sports | 3.3 (0.1) | 3.1 (0.2) | 0.2 (0.01) | .236 |
| Home | 2.6 (0.1) | 0.5 (0.04) | 2.1 (0.1) | .434 |
| Yahoo | 0.9 (0.02) | 0.8 (0.1) | 0.1 (0.01) | .239 |
| Other | 13.6 (0.3) | 3.9 (0.3) | 9.7 (0.3) | <.001 |
*
Run date began before July 7, 2020 (pre-MRTP) vs. after (post-MRTP).
§
Not discrete categories.