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Comparison of Advertising to Brand Preference* in Adolescents and Adults, 1993


Advertising in $ Millions Adolescent Brand Preference Adult Brand** Preference
Marlboro ($75) Marlboro (60.0%) Marlboro (23.5%)
Camel ($43) Camel (13.3%) Winston (6.7%)
Newport ($35) Newport (12.7%) Newport (4.8%)
Kool ($21) Kool (1.2%) Camel (3.9%)
Winston ($17) Winston (1.2%) Salem (3.9%)
Benson & Hedges ($4) Salem (1.0%) Kool (3.0%)
Salem ($3) Benson & Hedges (0.3%) Benson & Hedges (2.5%)
* Among name brands from 1983 TAPS
** Over all Market Share Used as estimate
Source:1993 TAPS II, The Maxwell Consumer Report 1994, Ad & Summary 1993

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This page last reviewed April 11, 2003

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