Anderson, Simon P.
[VerfasserIn]
;
Foros, Øystein
[Sonstige Person, Familie und Körperschaft];
Kind, Hans Jarle
[Sonstige Person, Familie und Körperschaft];
Peitz, Martin
[Sonstige Person, Familie und Körperschaft]
Media Market Concentration, Advertising Levels, and Ad Prices
Erschienen in:CESifo Working Paper Series ; No. 3677
Umfang:
1 Online-Ressource (12 p)
Sprache:
Englisch
DOI:
10.2139/ssrn.1974408
Identifikator:
Entstehung:
Anmerkungen:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments December 19, 2011 erstellt
Beschreibung:
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