'I bet I can do it!' - Reach and effectiveness of a television show about smoking cessation among low, moderate, and high educated smokers.

Introduction: Smoking is in the Netherlands more prevalent among lower and moderate educated than among higher educated people. The entertainment-education television show 'I bet I can do it!' was specifically designed to stimulate smoking cessation among low and moderate educated smokers.

Methods: The effect of the television show was evaluated with longitudinal data of the International Tobacco Control Policy Evaluation Project.