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Advertising Rates, Audience Composition, and Competition in the Network Television Industry

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Author Info
Goettler, R.
Abstract

We discuss the market for commercial spots on network television and estimate the relationship between ratings and advertisement revenue. Then we discuss the model of viewer choice and scheduling strategies suggested by the model and we compute best response schedules and Nash equilibria of the scheduling game and analyze the strategic behavior of the television networks under various specifications of the payoff function.

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Publisher Info
Paper provided by Carnegie Mellon University, Tepper School of Business in its series GSIA Working Papers with number 1999-28.

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Length: 32 pages
Date of creation: 1999
Date of revision:
Handle: RePEc:cmu:gsiawp:1999-28

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Postal: Tepper School of Business, Carnegie Mellon University, 5000 Forbes Avenue, Pittsburgh, PA 15213-3890
Web page: http://www.tepper.cmu.edu/

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Web: http://server1.tepper.cmu.edu/gsiadoc/GSIA_WP.asp

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Related research
Keywords: ADVERTISING TELEVISION

Find related papers by JEL classification:
M30 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - General
M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing

Cited by:
(explanations, Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.)

  1. Leonard I. Nakamura, 2005. "Advertising, intangible assets, and unpriced entertainment," Working Papers 05-11, Federal Reserve Bank of Philadelphia. [Downloadable!]
  2. Anderson, Simon P & Gabszewicz, Jean Jaskold, 2005. "The Media and Advertising: A Tale of Two-Sided Markets," CEPR Discussion Papers 5223, C.E.P.R. Discussion Papers. [Downloadable!] (restricted)
    Other versions:
  3. Tore Nilssen & Lars Sørgard, 2003. "TV Advertising, Program Quality, and Product-Market Oligopoly," Industrial Organization 0303012, EconWPA. [Downloadable!]
    Other versions:
  4. David S. Evans, 2003. "Some Empirical Aspects of Multi-Sided Platform Industries," Review of Network Economics, Concept Economics, vol. 2(3), pages 191-209, September. [Downloadable!]
  5. Ronald Goettler & Ron Shachar, 2000. "Estimating Product Characteristics and Spatial Competition in the Network Television Industry," Econometric Society World Congress 2000 Contributed Papers 1691, Econometric Society. [Downloadable!]
  6. Nilssen,T. & Sorgard,L., 2001. "The TV industry : advertising and programming," Memorandum 18/2001, Oslo University, Department of Economics. [Downloadable!]
  7. Gomes, Orlando, 2006. "The dynamics of television advertising with boundedly rational consumers," MPRA Paper 2847, University Library of Munich, Germany. [Downloadable!]
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