Comparison of adjusted per capita anti-smoking advertising expenses, 1985 to present. Comparison of adjusted per capita anti-smoking advertising expenses, 1985 to present. For California, Massachusetts, Florida, Canada, per capita expenditures were calculated from average annual budget allocated from campaign inception to 1999 and 1996 population estimates.46-51 Per capita cost for Minnesota reflects the average annual budget from the entire campaign (1986 to 1990) and 1996 population estimates, adjusted to 1996 dollars.47 52 53 Costs for Vermont were calculated from published estimates for replicating the campaign at national level (in 1996 dollars) and 1996 national population estimate.47 54Funding level during Fairness Doctrine was calculated from estimated expenditures of $298 million (in 1996 dollars) divided by 1996 US population estimates.41 47 54 Cornelia Pechmann, and Ellen Thomas Reibling Tob Control 2000;9:ii18-i31 ©2000 by BMJ Publishing Group Ltd