Table 1.
Relationship between digital advertising media dose and the likelihood of vaccination, United States, December 1, 2020, to November 7, 2021a.
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Model 1 | Model 2 | Model 3 | Model 4 | ||||||||||||||
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Value | P value | Value | P value | Value | P value | Value | P value | ||||||||||
| Δ HHSb digital impressions, β (SE) | 0.000014 (0.000004) | .001 | 0.000014 (0.000004) | .002 | 0.000013 (0.000004) | .002 | 0.000014 (0.0000004) | .002 | ||||||||||
| Exogenous factors, β (SE) | ||||||||||||||||||
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Δ COVID-19 cases | —c | — | –0.0006 (0.0003) | .047 | –0.0006 (0.0003) | .04 | –0.0006 (0.0003) | .051 | |||||||||
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Δ COVID-19 deaths | — | — | –0.0105 (0.0090) | .24 | –0.0069 (0.0085) | .42 | –0.0073 (0.0084) | .38 | |||||||||
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Δ COVID-19 cable news coverage | — | — | 0.1720 (0.7057) | .81 | 0.1670 (0.7201) | .81 | 0.1515 (0.7297) | .84 | |||||||||
| Demographics, β (SE) | ||||||||||||||||||
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Income | — | — | — | — | 0.169 (0.022) | <.001 | 0.115 (0.028) | <.001 | |||||||||
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Female sex | — | — | — | — | –0.114 (0.051) | .03 | –0.010 (0.06) | .88 | |||||||||
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Age | — | — | — | — | 0.456 (0.04) | <.001 | 0.378 (0.04) | <.001 | |||||||||
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Education | — | — | — | — | 0.219 (0.03) | <.001 | 0.169 (0.04) | <.001 | |||||||||
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Essential worker status | — | — | — | — | –0.101 (0.07) | .13 | –0.060 (0.08) | .47 | |||||||||
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Political ideology | — | — | — | — | –0.448 (0.036) | <.001 | –0.245 (0.043) | <.001 | |||||||||
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Preexisting health condition | — | — | — | — | 0.191 (0.055) | .001 | 0.099 (0.055) | .08 | |||||||||
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Rurality | — | — | — | — | –0.118 (0.046) | .01 | –0.095 (0.049) | .05 | |||||||||
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Black or African American race | — | — | — | — | –0.170 (0.085) | .04 | 0.035 (0.076) | .64 | |||||||||
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Hispanic/Latino ethnicity | — | — | — | — | 0.154 (0.073) | .04 | 0.177 (0.075) | .02 | |||||||||
| Initial vaccine confidence, β (SE) | ||||||||||||||||||
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Wave 1 Vaccine Confidence | — | — | — | — | — | — | 1.070 (0.058) | <.001 | |||||||||
| Week dummy variables not reported for brevity | ||||||||||||||||||
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Constant, β (SE) | –3.5199 (1.068) | .001 | –2.240 (4.449) | .62 | –2.637 (4.555) | .56 | –5.0876 (4.639) | .27 | |||||||||
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DMAd variance, β (SE) | 0.103 (0.024) | — | 0.100 (0.024) | — | 0.090 (0.022) | — | 0.111 (0.029) | — | |||||||||
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Observations, n | 76,128 | — | 76,128 | — | 76,128 | — | 76,128 | — | |||||||||
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DMAs, n | 204 | — | 204 | — | 204 | — | 204 | — | |||||||||
aThe dependent variable is a dichotomous measure of whether a respondent received the first dose of a COVID-19 vaccine in each week.
bHHS: Department of Health and Human Services.
cNot applicable.
dDMA: designated market area.