dc.contributor.author | Bergh, Harald Nygård | |
dc.date.accessioned | 2014-02-13T08:27:43Z | |
dc.date.available | 2014-02-13T08:27:43Z | |
dc.date.issued | 2012-06 | |
dc.identifier.issn | 15032140 | |
dc.identifier.uri | http://hdl.handle.net/11250/166768 | |
dc.description.abstract | The business model of many commercial TV-networks is to interrupt TV programs with advertising breaks. In this paper we investigate consequences of the fact that ad-averse viewers today can adopt technology which enables them to skip the advertising breaks. Perhaps somewhat surprisingly, we find that the ad-avoidance technology can make TV networks and the advertisers better off. The viewers as a group however, are always worse off when we take into account their costs associated with adopting the technology. | no_NO |
dc.language.iso | eng | no_NO |
dc.publisher | SNF | no_NO |
dc.relation.ispartofseries | Working paper;17/12 | |
dc.subject | media economics | no_NO |
dc.subject | pricing ads | no_NO |
dc.subject | technology adoption | no_NO |
dc.title | Ad-avoidance technology : who should welcome It? | no_NO |
dc.type | Working paper | no_NO |
dc.subject.nsi | VDP::Social science: 200::Economics: 210::Business: 213 | no_NO |