Media market concentration, advertising levels, and ad prices
Working paper
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Date
2011-12Metadata
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- Discussion papers (SAM) [657]
Abstract
Standard media economics models imply that increased platform com-
petition 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 con-
gestion 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.