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The Revealed Demand for Hard vs. Soft News: Evidence from Italian TV Viewership

Author

Listed:
  • Marco Gambaro
  • Valentino Larcinese
  • Riccardo Puglisi
  • James M. Snyder

Abstract

We analyze minute-by-minute, individual level data on viewership for Italian TV news broadcasts, matched with detailed data on content. We study viewer behavior, especially the decision of viewers to switch away from a news program as a function of the type of story being broadcast. Somewhat surprisingly, we find that viewers are systematically more likely to switch away from “soft” news compared to “hard” news. On the other hand, sensational stories about crime, accidents and disasters are associated with less switching. We also find significant differences in this switching behavior according to gender, age, and TV channel. For example, young people are relatively more likely to switch away from hard news than soft news, compared to older people. Finally, we find that viewers are relatively more likely to seek another news program if they are switching away from a soft news story. Overall, the results are inconsistent with a commonly held view that television viewers always prefer soft news to hard news.

Suggested Citation

  • Marco Gambaro & Valentino Larcinese & Riccardo Puglisi & James M. Snyder, 2023. "The Revealed Demand for Hard vs. Soft News: Evidence from Italian TV Viewership," CESifo Working Paper Series 10326, CESifo.
    • Handle: RePEc:ces:ceswps:_10326
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    References listed on IDEAS

    as
    1. Baum, Matthew A., 2002. "Sex, Lies, and War: How Soft News Brings Foreign Policy to the Inattentive Public," American Political Science Review, Cambridge University Press, vol. 96(1), pages 91-109, March.
    2. Soroka, Stuart & Andrew, Blake & Aalberg, Toril & Iyengar, Shanto & Curran, James & Coen, Sharon & Hayashi, Kaori & Jones, Paul & Mazzoleni, Gianpetro & Woong Rhee, June & Rowe, David & Tiffen, Rod, 2013. "Auntie Knows Best? Public Broadcasters and Current Affairs Knowledge," British Journal of Political Science, Cambridge University Press, vol. 43(4), pages 719-739, October.
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    Cited by:

    1. Francesco Capozza & Ingar Haaland & Christopher Roth & Johannes Wohlfart, 2021. "Studying Information Acquisition in the Field: A Practical Guide and Review," CEBI working paper series 21-15, University of Copenhagen. Department of Economics. The Center for Economic Behavior and Inequality (CEBI).
    2. Francesco Capozza & Ingar K. Haaland & Christopher Roth & Johannes Wohlfart, 2022. "Recent Advances in Studies of News Consumption," CESifo Working Paper Series 10021, CESifo.

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    More about this item

    Keywords

    television news; media content; infotainment; consumer;
    All these keywords.

    JEL classification:

    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

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