Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/173426 
Erscheinungsjahr: 
2017
Schriftenreihe/Nr.: 
Working Paper No. 268
Verlag: 
University of Zurich, Department of Economics, Zurich
Zusammenfassung: 
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%.
Schlagwörter: 
Advertising
public service broadcasting
television markets
inverse demand
JEL: 
D2
L1
L5
M3
Persistent Identifier der Erstveröffentlichung: 
Dokumentart: 
Working Paper

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