On Commercial Preferences of TV Audiences: Payment for Avoidance, Type of Commercial, and Content Volume

Manabu Shishikura, Norihiro Kasuga () and Akihiro Nakamura

22nd ITS Biennial Conference, Seoul 2018. Beyond the boundaries: Challenges for business, policy and society from International Telecommunications Society (ITS)

Abstract: In this paper, we measure users' disutility from advertisements accompanying movies supplied by media based on the results gathered through our own survey questionnaire. First, we confirmed the importance of measuring the disutility of advertisements based on the theoretical economic model developed from previous research. Through this work, we explicitly show the following: The advertisement volume supplied by media does not necessarily coincide with the socially optimal ad volume because media do not fully consider disutility from advertising. The equilibrium in ad volume is different depending on the supply method. Whether the volume of ads becomes too small or excessive will change depending on the magnitude of their disutility. Subsequently, we measure the extent to which users intend to pay for ad avoidance based on our original data. As a result, we evaluate disutility on a monetary basis, showing that disutility differs depending on the type of ad.

Date: 2018
New Economics Papers: this item is included in nep-cul and nep-pay
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.econstor.eu/bitstream/10419/190354/1/B3_1_Shihikura-et-al.pdf (application/pdf)

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:zbw:itsb18:190354

Access Statistics for this paper

More papers in 22nd ITS Biennial Conference, Seoul 2018. Beyond the boundaries: Challenges for business, policy and society from International Telecommunications Society (ITS)
Bibliographic data for series maintained by ZBW - Leibniz Information Centre for Economics ().