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Heinrich-Heine-Universität Düsseldorf >
Düsseldorf Institute for Competition Economics (DICE), University of Düsseldorf >
DICE Discussion Paper, Düsseldorf Institute for Competition Economics (DICE) >
Please use this identifier to cite or link to this item:
http://hdl.handle.net/10419/41416
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Full metadata record
| DC Field | | Value | | Language |
| dc.contributor.author | | Stühmeier, Torben | | en_US |
| dc.contributor.author | | Wenzel, Tobias | | en_US |
| dc.date.accessioned | | 2010-11-02T09:15:39Z | | - |
| dc.date.available | | 2010-11-02T09:15:39Z | | - |
| dc.date.issued | | 2010 | | en_US |
| dc.identifier.isbn | | 978-3-86304-001-7 | | en_US |
| dc.identifier.uri | | http://hdl.handle.net/10419/41416 | | - |
| 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 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. | | en_US |
| dc.language.iso | | eng | | en_US |
| dc.publisher | | DICE Düsseldorf | | en_US |
| dc.relation.ispartofseries | | DICE discussion paper 02 | | en_US |
| dc.subject.jel | | L11 | | en_US |
| dc.subject.jel | | L13 | | en_US |
| dc.subject.ddc | | 330 | | en_US |
| dc.subject.keyword | | Media Markets | | en_US |
| dc.subject.keyword | | Ad-avoidance | | en_US |
| dc.subject.keyword | | Two-Sided Markets | | en_US |
| dc.subject.stw | | Fernsehwerbung | | en_US |
| dc.subject.stw | | Medienverhalten | | en_US |
| dc.subject.stw | | Private Fernsehanstalt | | en_US |
| dc.subject.stw | | Fernsehanstalt | | en_US |
| dc.subject.stw | | Rundfunkfinanzierung | | en_US |
| dc.subject.stw | | Marktstruktur | | en_US |
| dc.subject.stw | | Theorie | | en_US |
| dc.title | | Getting beer during commercials: adverse effects of ad-avoidance | | en_US |
| dc.type | | Working Paper | | en_US |
| dc.identifier.ppn | | 637977335 | | en_US |
| dc.rights | | http://www.econstor.eu/dspace/Nutzungsbedingungen | | en_US |
| dc.identifier.repec | | RePEc:zbw:dicedp:02 | | - |
| Appears in Collections: | | DICE Discussion Paper, Düsseldorf Institute for Competition Economics (DICE)
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