The Market for Television Advertising: Model and Evidence
AbstractWe provide a model of television advertising based on an explicit characterization of an advertisement's contribution to an advertiser's profits that suggests that each program faces a downward sloping demand for its ad time. Hence Fournier and Martin's (1983) "law of one price" does not hold in our model. We study these contrasting arguments about television advertising by examining the pricing of broadcast network advertising. In conducting this empirical examination we encounter and solve a severe multicollinearity problem. We conclude that the evidence supports the advertising model presented in this paper and demonstrates segmentation between cable and broadcast viewers in the national television advertising market.
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Bibliographic InfoPaper provided by Berkeley Electronic Press in its series Review of Marketing Science Working Papers with number 1-2-1015.
Date of creation: 01 Nov 2001
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broadcast; cable; market segmentation; multicollinearity;
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