Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/173426 
Year of Publication: 
2017
Series/Report no.: 
Working Paper No. 268
Publisher: 
University of Zurich, Department of Economics, Zurich
Abstract: 
Increased competition for viewers' time is threatening the viability of public-service broadcasters (PSBs) around the world. Changing regulations regarding advertising minutes might increase revenues, but little is known about the structure of advertising demand. To address this problem, we collect a unique dataset on monthly impacts (quantities) and prices of UK television channels between 2002 and 2009 to estimate the (inverse) demand for advertising on both public and commercial broadcasters. We find that increasing PSB advertising minutes to the level permitted for non-PSBs would increase PSB and industry revenue by 10.5% and 6.7%.
Subjects: 
Advertising
public service broadcasting
television markets
inverse demand
JEL: 
D2
L1
L5
M3
Persistent Identifier of the first edition: 
Document Type: 
Working Paper

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