BMC Public Health 2007, 7:352 http://www.biomedcentral.com/1471-2458/7/352 Table 2 presents the results of Poisson regression analyses on our program exposure variables. The purpose of these analyses is twofold: 1) to identify determinants of pro- gram exposure, and 2) in the first stage of two-stage regres- sion to generate both the instrumental variable and the residual variable required for the endogeneity test. The included socio-demographic factors affect almost all the program exposure indicators, but the effects vary substan- tially. For instance, for both men and women, age had a significant positive effect on the total number of programs exposed to and on the number of radio programs exposed to. However, age seems to have a small negative effect on the number of TV programs exposed to, as well as on exposure to information about Maximum condoms. In general, urban respondents were likely to have been exposed to a larger number of reproductive health pro- grams than rural respondents. However, the effect of urbanization on program exposure is substantially larger for exposure to TV programs than for radio programs. The effect of urbanization was also higher among women than among men. Exposure to these reproductive health pro- grams also increased with the education level of the respondents; again the effects were larger among women than among men. The indicators of risk behavior had little impact on pro- gram exposure. For example, the reported number of part- ners in the past 12 months only affects exposure to the Maximum campaign. Perceived AIDS risk also had only lit- tle effect on program exposure. Among women, only those who considered themselves to be at high risk for AIDS or who reported having AIDS had a significantly higher level of program exposure, while those who reported a moderate risk tended to have lower program exposure. Among men these effects were substantially smaller, and often not significant. As anticipated, program exposure was affected by the respondents' ownership of rado and TV. Women who owned a radio tended to have a higher total program exposure and exposure to radio programs than women who did not own a radio. Radio ownership among women, however, did not affect exposure to TV programs. Among men, radio ownership had a positive effect on all program exposure indicators, but the effects were substan- tially larger for total exposure and exposure to radio pro- grams than for exposure to TV programs and exposure to Maximum sources. TV ownership among women had a significant positive effect on all program exposure varia- bles, but again the effect was substantially larger for expo- sure to TV programs than for the other variables. Similar effects were observed for men, except that the effect of exposure to radio programs was not significant. Table 2: Poisson regression results for program exposure indicators, by gender Females Males Total Radio programs TV programs Total (radio and TV) Radio programs TV programs Age 0.002* 0.006*** Residence (ref: rural) Capital 0.881*** 0.593*** Other urban 0.637*** 0.457*** Education (ref: no formal education) Primary 0.835*** 0.812*** Secondary and higher 1.329*** 1.224*** Number of partners in past 0.018 0.030 12 months Perceived AIDS risk (ref: None) Small -0.038 -0.070* Moderate -0.071** -0.094** High + Has AIDS 0.174*** 0.207*** Own Radio 0.481*** 0.650*** Owns TV 0.449*** 0.103** Constant -1.254*** -1.504*** Pseudo-R2 N 26.6%*** 15.7%*** 6,782 6,782 Significance: *: p < 0.050; **: p < 0.010; ***: p < 0.001 -0.005** 1.736*** 1.364*** 0.982*** 1.666*** -0.008 0.019 -0.020 0.100* -0.009 1.225*** -3.143*** 40.9%*** 6,782 0.005*** 0.510*** 0.346*** 0.578*** 0.980*** 0.019 0.033 -0.108* 0.094** 0.387*** 0.278*** -0.416*** 16.7%*** 1,928 0.008*** 0.212*** 0.130** 0.570*** 0.863*** 0.019 -0.026 -0.090 0.118** 0.473*** -0.007 -0.666*** 7.4%*** 1,928 -0.004 1.242*** 0.987*** 0.735** 1.459*** 0.029 0.174* -0.155 0.031 0.145* 0.829*** -2.249*** 31.4%*** 1,928 "Maximum" sources -0.008*** 0.377*** 0.129* 0.465*** 0.807*** 0.031* 0.078 -0.005 0.034 0.160*** 0.181** -0.328* 6.2%*** 1,928 Page 6 of 12 (page number not for citation purposes)