Other measures of treatment intensity
REGRESSIONS
The number of ads a county receives is only one of several ways to measure a county’s treatment intensity. Using the same IV framework as above, we examine several other measures that represent viewer engagement within a county, including the engagement rate, view rate, click rate, and CPM, as well as the frequency of ads relative to the county population (the number of ads per 100 residents). These variables are defined in more detail below. We normalize each variable by its standard deviation (across treatment counties) to facilitate comparison. Thus, each ACR can be interpreted as the effect of a one-standard-deviation increase in the corresponding variable. It is important to note that these measures of treatment intensity covary in complex ways (table S2). Our analysis here measures the ACR to these measures in separate regressions, but we emphasize that we are not capturing the causal effect of independently moving a single measure of treatment intensity.The results are displayed in 