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ifo Institut – Leibniz-Institut für Wirtschaftsforschung an der Universität München >
CESifo Working Papers, CESifo Group Munich >
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http://hdl.handle.net/10419/54928
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| Title: | | Media market concentration, advertising levels, and ad prices  |
| 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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