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Table 2 Pairwise statistical tests to determine (1) if trendline slopes for 2005–2009 DTCA data types were significantly different and (2) if magnitudes for 2005–2009 DTCA data types were significantly different after adjusting for effect of time

From: The rise of digital direct-to-consumer advertising?: Comparison of direct-to-consumer advertising expenditure trends from publicly available data sources and global policy implications

  Statistic TV vs. Print TV vs. Radio TV vs. Outdoor TV vs. Internet
Trend Δ (2nd minus 1st) -$122,609,071 -$146,138,808 -$154,272,982 -$167,279,709
SEdiff $94,728,227 $64,642,885 $64,409,125 $64,550,379
t −1.2943 −2.2607 −2.3952 −2.5915
df 6 6 6 6
p 0.2431 0.0645 0.0536 0.0411
Magnitude Δ (2nd minus 1st) -$1,706,354,882 -$3,137,268,387 -$3,177,916,521 -$3,099,469,979
SEdiff $140,278,912 $115,175,353 $117,948,373 $123,036,591
t −12.164 −27.2391 −26.9433 −25.1914
df 7 7 7 7
p <0.0001 <0.0001 <0.0001 <0.0001
Print vs. Radio Print vs. Outdoor Print vs. Internet Radio vs. Outdoor Radio vs. Internet Outdoor vs. Internet
$23,529,737 -$31,663,911 -$44,670,638 -$8,134,174 -$21,140,901 -$13,006,727
$69,692,386 $69,475,618 $69,606,591 $5,668,070 $7,095,286 $4,491,759
0.3376 −0.4558 −0.6418 −1.4351 −2.9796 −2.8957
6 6 6 6 6 6
0.7471 0.6646 0.5448 0.2013 0.0247 0.0275
$1,430,913,505 -$1,471,561,639 -$1,393,115,097 -$40,648,133 $37,798,408 $78,446,542
$92,111,455 $92,526,092 $94,212,421 $8,601,111 $14,628,702 $9,106,204
15.5346 −15.9043 −14.787 −4.7259 2.5839 8.6146
7 7 7 7 7 7
<0.0001 <0.0001 <0.0001 0.0021 0.0363 <0.0001
  1. Note: TV expenditures reported exclude Spanish TV DTCA