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The role of intermediate agents on the either way market of TV advertising
[Роль Посредников На Двустороннем Рынке Телевизионной Рекламы]

Author

Listed:
  • Balandina, Marina (Баландина, Марина)

    (Ural Federal University named after the first president of Russia B.N. Eltsin)

  • Baskakova, Irina (Баскакова, Ирина)

    (Ural Federal University named after the first president of Russia B.N. Eltsin)

Abstract

The article is aimed at studying the role of intermediate agents on the either way market of TV advertising and their influence on the strategy of price setting of the platform. The object of the research in the work is television advertising market. The authors analyzes of the role of intermediate agents on the either way market of TV advertising: suggest the classification of intermediate agents; systematize researches in this sphere; consider factors controlling distortion of balance on either way market of TV advertising in the presence of intermediate agent – media seller and define further directions of the research. The analysis of statistical data as far as the market of TV advertising in Yekaterinburg is concerned shows that existence of intermediate agent changes balance on either way market: advertising charge on TV channels realizing advertisements independently is higher than that of the channels using service of outer media sellers. Existence of a seller is accompanied with increasing concentration on the market.

Suggested Citation

  • Balandina, Marina (Баландина, Марина) & Baskakova, Irina (Баскакова, Ирина), 2017. "The role of intermediate agents on the either way market of TV advertising [Роль Посредников На Двустороннем Рынке Телевизионной Рекламы]," Sotsium i vlast / Society and power, Russian Presidential Academy of National Economy and Public Administration, pages 96-103.
    • Handle: RePEc:rnp:spower:sp1714
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    References listed on IDEAS

    as
    1. Kind, Hans Jarle & Nilssen, Tore & Sørgard, Lars, 2016. "Inter-firm price coordination in a two-sided market," International Journal of Industrial Organization, Elsevier, vol. 44(C), pages 101-112.
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