The Effectiveness of Owned Media and Paid Media by Higher Paid and Higher Owned Brand Categories
| Statistic | Model 6 Coefficients (Outcome: ESOV) | Sensitivity | Elasticity | Model 7 Coefficients (Outcome: ESOO) | Sensitivity | Elasticity |
|---|---|---|---|---|---|---|
| Higher paid categories (base) | −0.388* | 0.612 | 1.63 | −0.471* | 0.529 | 1.89 |
| Higher owned categories | −0.005 | 0.607 | 1.65 | −0.010 | 0.519 | 1.93 |
| Intercept | 0.030* | 0.039* | ||||
| R2 | 0.18 | 0.21 | ||||
| df | 823 | 793 |
Note: ESOV = extra share of voice; ESOO = extra share of owned media, or the difference between share of owned media and market share. *p < .001.