IDEAS home Printed from https://ideas.repec.org/p/zbw/itsb18/190354.html
   My bibliography  Save this paper

On Commercial Preferences of TV Audiences: Payment for Avoidance, Type of Commercial, and Content Volume

Author

Listed:
  • Shishikura, Manabu
  • Kasuga, Norihiro
  • Nakamura, Akihiro

Abstract

In this paper, we measure users' disutility from advertisements accompanying movies supplied by media based on the results gathered through our own survey questionnaire. First, we confirmed the importance of measuring the disutility of advertisements based on the theoretical economic model developed from previous research. Through this work, we explicitly show the following: The advertisement volume supplied by media does not necessarily coincide with the socially optimal ad volume because media do not fully consider disutility from advertising. The equilibrium in ad volume is different depending on the supply method. Whether the volume of ads becomes too small or excessive will change depending on the magnitude of their disutility. Subsequently, we measure the extent to which users intend to pay for ad avoidance based on our original data. As a result, we evaluate disutility on a monetary basis, showing that disutility differs depending on the type of ad.

Suggested Citation

  • Shishikura, Manabu & Kasuga, Norihiro & Nakamura, Akihiro, 2018. "On Commercial Preferences of TV Audiences: Payment for Avoidance, Type of Commercial, and Content Volume," 22nd ITS Biennial Conference, Seoul 2018. Beyond the boundaries: Challenges for business, policy and society 190354, International Telecommunications Society (ITS).
    • Handle: RePEc:zbw:itsb18:190354
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/190354/1/B3_1_Shihikura-et-al.pdf
    Download Restriction: no
    ---><---

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:itsb18:190354. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: http://www.itsworld.org/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.