Coefficients (β) of Two Simple Regression Models
| Statistic | Model 1 | Sensitivity | Elasticity | Model 2 | Sensitivity | Elasticity |
|---|---|---|---|---|---|---|
| ESOV | −0.39* | 0.61 | 1.63 | |||
| ESOO | −0.47* | 0.53 | 1.89 | |||
| Intercept | 0.027* | 0.032* | ||||
| R2 | 0.19 | 0.22 | ||||
| df | 794 | 794 |
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.