Percent of survey respondent households that recalled seeing Utah's ads: 30.3 percent in Los Angeles, 40.2 percent in Denver, 35 percent in Las Vegas

Overall number of households recalling the Utah ads: 2.5 million, or 32.8 percent of overall households in the three markets

Overall cost to reach an "aware" household: 88 cents (80 cents for TV, 70 cents for print)

Overall percentage of households that gathered more information about Utah: 30.7 percent among those recalling the ads, 14.7 percent among those that did not

Likelihood of visiting Utah: 15.2 percent among those that recalled seeing the ads, 9.8 percent among those that did not

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Source: Strategic Marketing & Research Inc.