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The Strategic Timing Incentives of Commercial Radio Stations: An Empirical Analysis Using Multiple Equilibria

  • Andrew Sweeting

Commercial radio stations and advertisers have potentially conflicting interests about when commercial breaks should be played. This paper estimates an incomplete information timing game to examine stations' equilibrium timing incentives. It shows how identification can be aided by the existence of multiple equilibria when appropriate data are available. It finds that stations want to play their commercials at the same time, suggesting that mechanisms exist which align the incentives of stations with the interests of advertisers. It also shows that coordination incentives are much stronger during drivetime hours, when more listeners switch stations, and in smaller markets.

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Paper provided by National Bureau of Economic Research, Inc in its series NBER Working Papers with number 14506.

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Date of creation: Nov 2008
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Publication status: published as The strategic timing incentives of commercial radio stations: An empirical analysis using multiple equilibria Andrew Sweeting Article first published online: 12 OCT 2009 DOI: 10.1111/j.1756-2171.2009.00086.x © 2009, RAND Issue The RAND Journal of Economics The RAND Journal of Economics Volume 40, Issue 4, pages 710–742, Winter 2009
Handle: RePEc:nbr:nberwo:14506
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  17. Andrew Sweeting, 2006. "Coordination, Differentiation, and the Timing of Radio Commercials," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 15(4), pages 909-942, December.
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