Events at CERGE-EI
Thursday, 14 March, 2013 | 16:30 | Micro Theory Research Seminar
Prof. Simon Anderson: “Media market concentration, advertising levels, and ad prices”
Authors: Simon P. Anderson, Øystein Foros, Hans Jarle Kind, and Martin Peitz
Abstract: 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.
Full Text: “Media market concentration, advertising levels, and ad prices”
