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https://hdl.handle.net/10419/29560
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DC Field | Value | Language |
---|---|---|
dc.contributor.author | Stuehmeier, Torben | en |
dc.contributor.author | Wenzel, Tobias | en |
dc.date.accessioned | 2009-11-09 | - |
dc.date.accessioned | 2010-01-13T14:02:04Z | - |
dc.date.available | 2010-01-13T14:02:04Z | - |
dc.date.issued | 2009 | - |
dc.identifier.uri | http://hdl.handle.net/10419/29560 | - |
dc.description.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 increased avoidance opportunities decrease profits and entry in the free-to-air regime. In contrast, in the pay-TV regime, lower income from advertisements are compensated by higher subscription income leaving profits and the number of channels unaflected. Bypassing advertising messages affects welfare ambiguously. | en |
dc.language.iso | eng | en |
dc.publisher | |aFriedrich-Alexander-Universität Erlangen-Nürnberg, Institut für Wirtschaftspolitik und Quantitative Wirtschaftsforschung (IWQW) |cNürnberg | en |
dc.relation.ispartofseries | |aIWQW Discussion Papers |x10/2009 | en |
dc.subject.jel | L11 | en |
dc.subject.jel | L13 | en |
dc.subject.ddc | 330 | en |
dc.subject.keyword | Media Markets | en |
dc.subject.keyword | Two-Sided Markets | en |
dc.subject.keyword | Ad-avoidance | en |
dc.subject.stw | Fernsehwerbung | en |
dc.subject.stw | Medienverhalten | en |
dc.subject.stw | Medienökonomik | en |
dc.subject.stw | Wohlfahrtseffekt | en |
dc.subject.stw | Theorie | en |
dc.title | Getting beer during commercials: adverse effects of Ad-Avoidance | - |
dc.type | |aWorking Paper | en |
dc.identifier.ppn | 612507629 | en |
dc.rights | http://www.econstor.eu/dspace/Nutzungsbedingungen | en |
dc.identifier.repec | RePEc:zbw:iwqwdp:102009 | en |
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