Television advertising levels in Europe are regulated according to the "Audiovisual Service Media Directive" where … advertising cap, regulation can be profit-increasing for both channels. If the public broadcaster is more strictly regulated, this … may benefit the commercial rival if higher revenues in the advertising market outweigh the loss in viewership. -- Media …

, magazines, newspapers, the Internet, and television (the illustrative example henceforth). Most advertising expenditures are … incurred for these media. They are also mainly supported by advertising revenue. Early work stressed possible market failures … sides are coordinated by broadcasters (or “platforms”) that choose ad levels and program types, and advertising finances the …

This chapter focuses on the economic mechanisms at work in recent models of advertising finance in media markets …, and to clarify the conceptual aspects. The chapter first develops a canonical model of two-sided markets for advertising … advertising markets, and concrete issues such as congestion and second-degree discrimination. The second part is devoted to recent …

setup differentiated platforms compete in advertising and offer consumers a service free of charge (such as a TV program …) that is financed through advertising. We show that advertising can exhibit the properties of a strategic substitute or …

setup differentiated platforms compete in advertising and offer consumers a service free of charge (such as a TV program …) that is financed through advertising. We show that advertising can exhibit the properties of a strategic substitute or …

, accounting for multi-homing helps to recognize complementarity between products; on the advertising side, it allows to measure to … what extent advertising demand depends on the shares of exclusive and overlapping readers. …

, accounting for multi-homing helps to recognize complementarity between products; on the advertising side, it allows to measure to … what extent advertising demand depends on the shares of exclusive and overlapping readers. …

competition "either or both." A central result is that platform ownership does not affect advertising levels, despite nontrivial … viewer fees. We show that the equilibrium advertising level is inefficiently high. We also demonstrate that entry of a … platform leads to an increase in the advertising level if viewers' preferences for the platforms are negatively correlated …

for advertisers, platforms obtain positive margins in the advertising market. In addition, platforms' profits can increase … in the users' nuisance costs of advertising. As a general insight, we obtain that factors affecting competition in the …

Targeted advertising can benefit consumers through lower prices for access to websites, Yet, if consumers dislike that …