TABLE OF CONTENTS Variable definitions
Historical accounting data is from the quarterly, June 2001 Compustat tapes.
SALES (data2)
| SGA (data1) | Sales, general and administrative. When a firm reports no cost of goods sold this variable is COGS instead and this variable is reported as "C". | |
| RND (data4) | Research and development expense. |
From Nielsen//NetRatings (NNR):
| UNQAUD | Unique audience as reported in the monthly audience measurement database. | |
| VIEWS | Total pageviews as reported in the monthly audience measurement database. | |
| REACH | Percentage of total estimated internet audience as reported in the monthly audience measurement database. | |
| VIEWSPP | Average pageviews per person as reported in the monthly audience measurement database. | |
| TIMEPP | Average time (in hours) spent per person as reported in the monthly audience measurement database. | |
| PAGESPP | Redefined as VIEWS/UNQAUD since NNR rounds their reported variable. | |
| ADSEEN | The number of ad impressions served by all the domains in a property, aggregated from domain level data reported by NNR. | |
| ADSPP | TOTADS/UNQAUD. | |
| CLKRATE | The percentage of ad impressions clicked upon. | |
| CLICKS | The total number of ads clicked upon, defined as TOTADS * CLKRATE for each domain and then aggregated to the property level. | |
| CLICKSPP | CLICKS/UNQAUD. |
Advertising by sample firms on the Internet is available as well but is not included in this study. Audience, views, and ad impressions are in millions. Rates are reported in percentages (10.3) rather than decimal form (0.103).
Changes in...
