Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/41416 
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dc.contributor.authorStühmeier, Torbenen
dc.contributor.authorWenzel, Tobiasen
dc.date.accessioned2010-11-02T09:15:39Z-
dc.date.available2010-11-02T09:15:39Z-
dc.date.issued2010-
dc.identifier.isbn978-3-86304-001-7en
dc.identifier.urihttp://hdl.handle.net/10419/41416-
dc.description.abstractThis 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.isoengen
dc.publisher|aHeinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE) |cDüsseldorfen
dc.relation.ispartofseries|aDICE Discussion Paper |x02en
dc.subject.jelL11en
dc.subject.jelL13en
dc.subject.ddc330en
dc.subject.keywordMedia Marketsen
dc.subject.keywordAd-avoidanceen
dc.subject.keywordTwo-Sided Marketsen
dc.subject.stwFernsehwerbungen
dc.subject.stwMedienverhaltenen
dc.subject.stwPrivate Fernsehanstalten
dc.subject.stwFernsehanstalten
dc.subject.stwRundfunkfinanzierungen
dc.subject.stwMarktstrukturen
dc.subject.stwTheorieen
dc.titleGetting beer during commercials: adverse effects of ad-avoidance-
dc.type|aWorking Paperen
dc.identifier.ppn637977335en
dc.rightshttp://www.econstor.eu/dspace/Nutzungsbedingungenen
dc.identifier.repecRePEc:zbw:dicedp:02en

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