Table 5 own-period price elasticities are the author's headline TOD elasticity results; author explicitly favours the off-peak own-price row as the only promising one, but the single coded cell (Peak pp May) is one of these Table-5 headline elasticities || 'the results for the off-peak period clearly show some promise. For the estimated own-price elasticity (see table 5) is uniformly negative' (p.109)
Taylor, L. D. (1979): “On Modeling the Residential Demand for Electricity by Time of Day.” Journal of Econometrics 9(1-2), 97-115