Media market concentration, advertising levels, and ad prices
Standard media economics models imply that increased platform competition decreases ad levels and that mergers reduce per-viewer ad prices. The empirical evidence, however, is mixed. We attribute the theoretical predictions to the combined assumptions that there is no advertising congestion and that viewers single-home. Allowing for crowding in viewer attention spans for ads may reverse standard results, as does allowing viewers to multi-home.
|Date of creation:||15 Dec 2011|
|Contact details of provider:|| Postal: NHH, Department of Economics, Helleveien 30, N-5045 Bergen, Norway|
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