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Table 2 Poisson regression results for program exposure indicators, by gender

From: The reach and impact of social marketing and reproductive health communication campaigns in Zambia

 

Females

Males

 

Total

Radio programs

TV programs

Total (radio and TV)

Radio programs

TV programs

"Maximum" sources

Age

0.002*

0.006***

-0.005**

0.005***

0.008***

-0.004

-0.008***

Residence (ref: rural)

       

   Capital

0.881***

0.593***

1.736***

0.510***

0.212***

1.242***

0.377***

   Other urban

0.637***

0.457***

1.364***

0.346***

0.130**

0.987***

0.129*

Education (ref: no formal education)

       

   Primary

0.835***

0.812***

0.982***

0.578***

0.570***

0.735**

0.465***

   Secondary and higher

1.329***

1.224***

1.666***

0.980***

0.863***

1.459***

0.807***

Number of partners in past 12 months

0.018

0.030

-0.008

0.019

0.019

0.029

0.031*

Perceived AIDS risk (ref: None)

       

   Small

-0.038

-0.070*

0.019

0.033

-0.026

0.174*

0.078

   Moderate

-0.071**

-0.094**

-0.020

-0.108*

-0.090

-0.155

-0.005

   High + Has AIDS

0.174***

0.207***

0.100*

0.094**

0.118**

0.031

0.034

Own Radio

0.481***

0.650***

-0.009

0.387***

0.473***

0.145*

0.160***

Owns TV

0.449***

0.103**

1.225***

0.278***

-0.007

0.829***

0.181**

Constant

-1.254***

-1.504***

-3.143***

-0.416***

-0.666***

-2.249***

-0.328*

Pseudo-R2

26.6%***

15.7%***

40.9%***

16.7%***

7.4%***

31.4%***

6.2%***

N

6,782

6,782

6,782

1,928

1,928

1,928

1,928

  1. Significance: *: p < 0.050; **: p < 0.010; ***: p < 0.001