Media market concentration, advertising levels, and ad prices

被引：17
|
作者：
Anderson, Simon P. [2 ]
Foros, Oystein [3 ]
Kind, Hans Jarle [3 ]
Peitz, Martin [1 ]
机构：
[1] Univ Mannheim, D-6800 Mannheim 1, Germany
[2] Univ Virginia, Dept Econ, Charlottesville, VA 22904 USA
[3] Norwegian Sch Econ, Oslo, Norway
来源：
INTERNATIONAL JOURNAL OF INDUSTRIAL ORGANIZATION | 2012年 / 30卷 / 03期
基金：
美国国家科学基金会;
关键词：
Media economics; Pricing ads; Advertising clutter; Information congestion; Mergers; Entry; COMPETITION; MERGERS; INDUSTRY; WELFARE;
D O I：
10.1016/j.ijindorg.2011.11.003
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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. (C) 2012 Elsevier B.V. All rights reserved.
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页码：321 / 325
页数：5
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