@techreport{Stuhmeier2010Getting,
abstract = {This paper studies the impact of ad-avoidance behavior in media markets. We consider a situation where viewers can avoid advertisement messages. As the media market is a two-sided market, increased ad-avoidance reduces advertisers' value of placing an ad. We contrast two financing regimes, free-to-air and pay-TV. We find that a higher viewer responsiveness to advertising decreases revenues and entry in the free-to-air regime. In contrast, in the pay-TV regime, lower income from advertisements is compensated by higher subscription income leaving revenues and the number of channels unaffected for a fixed total viewership.},
address = {D\"{u}sseldorf},
author = {Torben St\"{u}hmeier and Tobias Wenzel},
copyright = {http://www.econstor.eu/dspace/Nutzungsbedingungen},
isbn = {978-3-86304-001-7},
keywords = {L11; L13; 330; Media Markets; Ad-avoidance; Two-Sided Markets; Fernsehwerbung; Medienverhalten; Private Fernsehanstalt; Fernsehanstalt; Rundfunkfinanzierung; Marktstruktur; Theorie},
language = {eng},
number = {02},
publisher = {DICE},
title = {Getting beer during commercials: adverse effects of ad-avoidance},
type = {DICE discussion paper},
url = {http://hdl.handle.net/10419/41416},
year = {2010}
}
