Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/29560 
Year of Publication: 
2009
Series/Report no.: 
IWQW Discussion Papers No. 10/2009
Publisher: 
Friedrich-Alexander-Universität Erlangen-Nürnberg, Institut für Wirtschaftspolitik und Quantitative Wirtschaftsforschung (IWQW), Nürnberg
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.
Subjects: 
Media Markets
Two-Sided Markets
Ad-avoidance
JEL: 
L11
L13
Document Type: 
Working Paper

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