In this example, we're looking at the difference an ad we call time between shows with sexual content, violent content as well as neutral content. So when our first question, we've been told that they ran the numbers for the difference and add recall between sexual content and violent content, and they found a P value for the difference in these two means to be 20.136 So from this value can we say that there is a different? It's no So the reason being, we usually want at least 90% confidence before we say that their statistical significance. Of course it's better if it's 95% or 99% but at least 90% is kind of the cut off. So for a 90% confidence that it's statistically significant, we would need an Alfa value of one minus the dust. More form of that. So this is our Alfa and we would need RPI value to be smaller than Alfa in order for it to be significant. So, in other words, 0.136 would have to be smaller than point 10 on, and it is not so. We cannot say that there's a statistically significant difference between the means of the ad recall for sexual content and violent content. Now, if we were going to do this comparison between neutral on sexual content, you're going to want to run these numbers and your statistical software. All right, so we need a hypothesis. The hypothesis, of course, is that there is no difference at all. We always want them. No hypothesis. So the mean for the sexual minus the mean for the neutral. If there was no difference at all, so imagine it was 10 and 10 would be zero. That's are null hypothesis. And then our alternate hypothesis is that, of course, it does not equal zero. So if we were to run this data and our software comparing these two means we would come up with the following statistics. We would have a T of negative 6.8 with degrees of freedom of to 13.99 and a P value of five points five times 10 to the negative night. So this you can see there's a huge difference between this p value and the P value we've found when comparing the, um, sexual to the violent content, right? So neutral to sexual has a very, very, very small key value. So we can say with very high certainty that there is in fact, a difference on the way. I'm sure you've heard. This phrase is that we can, with the small key value, reject the null hypothesis. So in other words, because I got scrolled down here. So in other words, we can suggest that the ad recall between shows with sexual and neutral is in fact, different. Those with neutral content had ah higher on operated. Um, recall.