We compare the advertising intensity and content of programming in a market withcompeting media platforms. With pay …-tv, media platforms have two sources of revenues,advertising revenues and revenues from viewers. With free-to-air, media … platformsreceive all revenues from advertising. We show that if viewers strongly dislikeadvertising, the advertising intensity is …

Despite the empirical relevance of advertising strategies in concentrated markets,the economics literature is largely …) dominance.In a simple model of persuasive advertising and pricing with differentiated goods,we analyze the interdependencies … between ex-ante asymmetries in consumer appeal,advertising and prices. Products with larger initial appeal to consumers willbe …