Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/29560
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dc.contributor.authorStuehmeier, Torbenen_US
dc.contributor.authorWenzel, Tobiasen_US
dc.date.accessioned2009-11-09en_US
dc.date.accessioned2010-01-13T14:02:04Z-
dc.date.available2010-01-13T14:02:04Z-
dc.date.issued2009en_US
dc.identifier.urihttp://hdl.handle.net/10419/29560-
dc.description.abstractThis 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_US
dc.language.isoengen_US
dc.publisher|aUniv., Inst. für Wirtschaftspolitik und Quantitative Wirtschaftsforschung |cErlangenen_US
dc.relation.ispartofseries|aIWQW discussion paper series |x10/2009en_US
dc.subject.jelL11en_US
dc.subject.jelL13en_US
dc.subject.ddc330en_US
dc.subject.keywordMedia Marketsen_US
dc.subject.keywordTwo-Sided Marketsen_US
dc.subject.keywordAd-avoidanceen_US
dc.subject.stwFernsehwerbungen_US
dc.subject.stwMedienverhaltenen_US
dc.subject.stwMedienökonomiken_US
dc.subject.stwWohlfahrtseffekten_US
dc.subject.stwTheorieen_US
dc.titleGetting beer during commercials: adverse effects of Ad-Avoidanceen_US
dc.type|aWorking Paperen_US
dc.identifier.ppn612507629en_US
dc.rightshttp://www.econstor.eu/dspace/Nutzungsbedingungen-
dc.identifier.repecRePEc:zbw:iwqwdp:102009-

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