Media market concentration, advertising levels, and ad prices

被引：19

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.

引用

页码：321 / 325

页数：5

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