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https://hdl.handle.net/10419/41416
Kompletter Metadatensatz
DublinCore-Feld | Wert | Sprache |
---|---|---|
dc.contributor.author | Stühmeier, Torben | en |
dc.contributor.author | Wenzel, Tobias | en |
dc.date.accessioned | 2010-11-02T09:15:39Z | - |
dc.date.available | 2010-11-02T09:15:39Z | - |
dc.date.issued | 2010 | - |
dc.identifier.isbn | 978-3-86304-001-7 | en |
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 |
dc.language.iso | eng | en |
dc.publisher | |aHeinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE) |cDüsseldorf | en |
dc.relation.ispartofseries | |aDICE Discussion Paper |x02 | en |
dc.subject.jel | L11 | en |
dc.subject.jel | L13 | en |
dc.subject.ddc | 330 | en |
dc.subject.keyword | Media Markets | en |
dc.subject.keyword | Ad-avoidance | en |
dc.subject.keyword | Two-Sided Markets | en |
dc.subject.stw | Fernsehwerbung | en |
dc.subject.stw | Medienverhalten | en |
dc.subject.stw | Private Fernsehanstalt | en |
dc.subject.stw | Fernsehanstalt | en |
dc.subject.stw | Rundfunkfinanzierung | en |
dc.subject.stw | Marktstruktur | en |
dc.subject.stw | Theorie | en |
dc.title | Getting beer during commercials: adverse effects of ad-avoidance | - |
dc.type | |aWorking Paper | en |
dc.identifier.ppn | 637977335 | en |
dc.rights | http://www.econstor.eu/dspace/Nutzungsbedingungen | en |
dc.identifier.repec | RePEc:zbw:dicedp:02 | en |
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