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:	2012
Authors:	Anderson, Simon P. ; Foros, Øystein ; Kind, Hans Jarle ; Peitz, Martin
Published in:	International Journal of Industrial Organization. - Elsevier, ISSN 0167-7187. - Vol. 30.2012, 3, p. 321-325
Publisher:	Elsevier
Subject:	Media economics \| Pricing ads \| Advertising clutter \| Information congestion \| Mergers \| Entry

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Type of publication:	Article
Classification:	D11 - Consumer Economics: Theory ; D43 - Oligopoly and Other Forms of Market Imperfection ; L13 - Oligopoly and Other Imperfect Markets
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10011051637