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Title:Media market concentration, advertising levels, and ad prices PDF Logo
Authors:Anderson, Simon P.
Foros, Oystein
Kind, Hans Jarle
Peitz, Martin
Issue Date:2011
Series/Report no.:CESifo working paper: Industrial Organisation 3677
Abstract: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.
Subjects:media economics
pricing ads
advertising clutter
information congestion
mergers, entry
JEL:D11
D43
L13
Document Type:Working Paper
Appears in Collections:CESifo Working Papers, CESifo Group Munich

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