Showing 1 - 7 of 7
Persistent link: https://www.econbiz.de/10012098690
Persistent link: https://www.econbiz.de/10010231828
Persistent link: https://www.econbiz.de/10009154731
Persistent link: https://www.econbiz.de/10011596857
This paper proposes a new measure of television advertising avoidance, the "Passive/Active Zap" (PAZ), as an occurrence of a set-top box switching channels during a commercial break after at least five minutes of inactivity prior to the break. 27% of eligible commercial breaks are interrupted by...
Persistent link: https://www.econbiz.de/10014035916
Digital video recorder proliferation and new commercial audience metrics are making television networks' revenues more sensitive to audience losses from advertising. There is currently limited understanding of how traditional advertising and product placement affect television audiences. We...
Persistent link: https://www.econbiz.de/10014047419
Frequent new product introductions and short product lifecycles lead to unusually high levels of advertising in the movie industry. We study the effectiveness of television advertisements aired after the theatrical opening of a motion picture (“post-release advertising”). We estimate an...
Persistent link: https://www.econbiz.de/10014047698