Media market concentration, advertising levels, and ad prices

Standard media economics models imply that increased platform competition decreases ad levels and that mergers reduce per-viewer ad prices. The empirical evidence, however, is mixed. We attribute the theoretical predictions to the combined assumptions that there is no advertising congestion and that viewers single-home. Allowing for crowding in viewer attention spans for ads may reverse standard results, as does allowing viewers to multi-home.

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Year of publication:	2011
Authors:	Anderson, Simon P. ; Foros, Oystein ; Kind, Hans Jarle ; Peitz, Martin
Publisher:	Munich : Center for Economic Studies and ifo Institute (CESifo)
Subject:	Medienwirtschaft \| Wirtschaftskonzentration \| Bottleneck \| Werbung \| Betriebliche Preispolitik \| Medienökonomik \| Theorie \| media economics \| pricing ads \| advertising clutter \| information congestion \| mergers, entry

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Series:	CESifo Working Paper ; 3677
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Working Paper
Language:	English
Other identifiers:	680141111 [GVK] hdl:10419/54928 [Handle]
Classification:	D11 - Consumer Economics: Theory ; D43 - Oligopoly and Other Forms of Market Imperfection ; L13 - Oligopoly and Other Imperfect Markets
Source:	EconStor

Persistent link: https://www.econbiz.de/10010280642