Objective: One aim of the anti-tobacco mass media campaigns in NSW is to increase the numbers of smokers calling the Quitline to seek assistance to quit. Methods: Investigation of the relationship between the weight of television advertising (Target Audience Rating Points: TARPs) and number of calls to the Quitline. Results: There is a high correlation between weekly Quitline calls and TARPs. Conclusions: Anti-tobacco mass media campaign advertising that promotes the Quitline number encourages smokers to seek assistance to quit.