Value of the content and value of the channel: movie rerun on television

Marco Gambaro ()

Departmental Working Papers from Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano

Abstract: Despite the role that movie reruns play in television programming, few studies have been devoted to this topic. In this paper I explore the performance determinants of reruns relying on data from Italian television industry, but several industry interviews suggested that the conclusions can be significant also for other countries at least in the European landscape. I use a database of 1123 film broadcast by major Italian tv channel more than one time from 1996 to 2005. Second reruns get on average a 60% of the first run audience, while the third rerun drop to 45%. I regress rerun tv audience outcome on several independent variables as the attendance in movie theatres, movie genre, country of production, results of previous run, temporal gap between runs, share of tv network on which the movie in broadcasting the transmission month. Results show a statistically significant negative relation with temporal gap of transmission and a positive relation with the audience of first run, the strength of the channel at the time of transmission and the promotional activity related with the first release in movie theatres.

Keywords: Consumer economics; empirical analysis; industry studies; media; television (search for similar items in EconPapers)
JEL-codes: D12 L82 (search for similar items in EconPapers)
Date: 2009-02-05
New Economics Papers: this item is included in nep-cul
References: Add references at CitEc
Citations:

Downloads: (external link)
http://wp.demm.unimi.it/files/wp/2009/DEMM-2009_004wp.pdf (application/pdf)
Our link check indicates that this URL is bad, the error code is: 500 Can't connect to aaa.unimi.it:80 (nodename nor servname provided, or not known) (http://wp.demm.unimi.it/files/wp/2009/DEMM-2009_004wp.pdf [302 Found]--> http://aaa.unimi.it)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mil:wpdepa:2009-04

Access Statistics for this paper

More papers in Departmental Working Papers from Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano Via Conservatorio 7, I-20122 Milan - Italy. Contact information at EDIRC.
Bibliographic data for series maintained by DEMM Working Papers ( this e-mail address is bad, please contact ).