Advertising Rates, Audience Composition, and Competition in the Network Television Industry

R. Goettler

GSIA Working Papers from Carnegie Mellon University, Tepper School of Business

Abstract: We discuss the market for commercial spots on network television and estimate the relationship between ratings and advertisement revenue. Then we discuss the model of viewer choice and scheduling strategies suggested by the model and we compute best response schedules and Nash equilibria of the scheduling game and analyze the strategic behavior of the television networks under various specifications of the payoff function.

Keywords: ADVERTISING; TELEVISION (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Pages: 32 pages
Date: 1999
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Citations: View citations in EconPapers (20)

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