Online Ads Impact

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1			Welcome to the ACE Online Ads Impact Spreadsheet.
2			Here, you will be able to estimate the change in welfare of farm animals brought about by your donation to online veg outreach advertisements. To enter the amount of your donation in the green cells or if you wish to adjust the estimates made in the white cells, go to File>Make a Copy or File>Download As. If you have sources of information that improve on the sources we've cited and think we should update the master copy, please let us know.
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7				Low Bound	Best Estimate	High Bound	Sources:	Comments:
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9	Input your donation amount here:		$		100			For ease of use, formulas use the conversions below: £1 = $1.55 €1 = $1.22	(For greater precision, input in $ only, converting any non-US currency to $ based on current exchange rates)
10			£		0
11			€		0
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14	cost per click:		$	0.2	0.19	0.18	CPC	Higher cost per click leads to lower expected benefits.
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16	number of clicks (NC):			500.00	526.32	555.56
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18	average product limiters per click (PLC):		Meat:	0.013	0.021	0.037	Survey Results	Product limiters are the people who reduce or eliminate their consumption of the food in question after experiencing the intervention. Our estimates are based on the number who reported stopping consumption entirely.
19			Dairy:	0.003	0.007	0.018	Calculations
20			Eggs:	0.008	0.014	0.029
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22	number of product limiters: (NC*PLC)		Meat:	6.50	11.05	20.56
23			Dairy:	1.50	3.68	10.00
24			Eggs:	4.00	7.37	16.11
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26	average years of abstention per limiter (AYL):			3.6	6.2	13.3	Calculations
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32	average animal equivalents consumed per person per year (AEPY):		Cow - beef:	0.1	0.11	0.12	Beef
33			Cow - dairy:	0.0056	0.007	0.0093	Dairy
34			Pig:	0.35	0.37	0.38	Pork
35			Chicken - broiler:	28	28.5	29	Chicken
36			Chicken - layer:	0.75	0.8	0.93	Eggs
37			Turkey:	0.77	0.83	0.9	Turkey
38			Farmed fish:	2.07	2.92	3.72	Fish
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40	total reduction of animals on factory farms: (NCPLCAYLAEPYCEF)		Cows:	0.59	3.84	30.39		Cows include those in the beef and dairy industries.
41			Pigs:	3.44	14.45	90.38
42			Chickens:	46.12	619.16	5,743.09		Chickens include those in the chicken and egg industries.
43			Turkeys:	3.06	18.77	164.85
44			Fish:	7.27	86.04	630.54		Fish include only those from aquaculture, not wild-caught fish.
45			Total:	60.48	742.26	6,659.25
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47	average years of life per farmed animal (AYLA):		Cow - beef:	1	1.16	1.83	Beef
48			Cow - dairy:	3	4	5	Dairy
49			Pig:	0.4	0.5	0.6	Pork
50			Chicken - broiler:	0.115	0.123	0.134	Chicken
51			Chicken - layer:	1.2	1.35	1.5	Eggs
52			Turkey:	0.27	0.32	0.37	Turkey
53			Farmed fish:	1	1.5	2	Fish
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63	total reduction in factory farmed years: (NCPLCAYLAEPYAYLA*CEF)		Cows:	0.59	4.66	59.37
64			Pigs:	1.38	7.23	54.23
65			Chickens:	12.69	116.96	1,033.62
66			Turkeys:	0.83	6.01	61
67			Fish:	7.27	129.06	1,261.09
68			Total:	22.76	263.92	2,469.31
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70	Elasticity:	Demand:	Beef:	-0.7	-0.61	-0.4	Beef	Demand Elasticity is defined as the ratio of the percentage increase in demand for a particular product (or service) to the percentage increase in the price of that product (or service). Example: If the price of a unit of bread increased from $1 to $1.1 leading to decrease in consumption from 5 units to 4.7 units, we have percentage change in demand,(4.7-5)/5=-6% and percentage change in cost ($1.1 -$1.0)/$1.0 = 10%, and then the demand elasticity is the ratio -6/10 = -0.3
71			Dairy:	-2.2	-0.8	-0.04	Dairy
72			Pork:	-0.9	-0.75	-0.65	Pork
73			Chicken:	-1.05	-0.52	-0.17	Chicken
74			Eggs:	-0.3	-0.2	-0.15	Eggs
75			Turkey:	-1.05	-0.52	-0.17	Turkey
76			Fish:	-1.5	-1	-0.8	Fish
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78		Supply:	Beef:	0.23	0.6	3.24	Beef	Supply Elasticity represents how the production of a good (or service) changes with increase in price. It is the ratio of percentage increase in supply to the percentage increase in the price of that product (or service). Example: If the average price of oil change went from $25 to $28 leading to a 10% increase in number of oil change specializing auto shops, then the supply elasticity is the ratio 0.1/(($28-$25)/$25) = 0.833
79			Dairy:	0.25	0.65	1	Dairy
80			Pork:	0.65	1	4.2	Pork
81			Chicken:	0.07	0.22	0.4	Chicken
82			Eggs:	0.5	2	5	Eggs
83			Turkey:	0.21	0.26	0.35	Turkey
84			Fish:	0.27	0.75	1.33	Fish
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86		cumulative elasticity factor (CEF):	Beef:	0.25	0.5	0.89	Derivation of the formula for cumulative elasticity	Cumulative Elasticity is the effect on the net supply, based on the supply and demand elasticities, when there is a shift in the original demand. Example: If 100 people consume 25 kg of meat each every year, and 10 turn vegetarian, the decrease in original demand would be 250 kg. This is not the net decrease in supply, because the reduced demand leads to decrease in price, which increases consumption by the remaining 90, who will eat more than 25 kg now. The overall decrease would be the cumulative elasticity of the product times 250 kg.
87			Dairy:	0.1	0.45	0.96
88			Pork:	0.42	0.57	0.87
89			Chicken:	0.06	0.3	0.7
90			Eggs:	0.63	0.91	0.97
91			Turkey:	0.17	0.33	0.67
92			Fish:	0.15	0.43	0.62
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