Either or Both Competition: A "Two-Sided" Theory of Advertising with Overlapping Viewerships

Attila Ambrus, Emilio Calvano and Markus Reisinger

American Economic Journal: Microeconomics, 2016, vol. 8, issue 3, 189-222

Abstract: In media markets, consumers spread their attention to several outlets, increasingly so as consumption migrates online. The traditional framework for competition among media outlets rules out this behavior by assumption. We propose a new model that allows consumers to choose multiple outlets and use it to study the effects on advertising levels and the impact of entry and mergers. We identify novel forces which reflect outlets' incentives to control the composition of their customer base. We link consumer preferences and advertising technologies to market outcomes. The model can explain several empirical regularities that are difficult to reconcile with existing models.

JEL-codes: D42 D43 L12 L13 L82 L86 M37 (search for similar items in EconPapers)
Date: 2016
Note: DOI: 10.1257/mic.20150019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (73)

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Related works:
Working Paper: Either or Both Competition: A "Two-sided" Theory of Advertising with Overlapping Viewerships (2014)
Working Paper: Either or Both Competition: A "Two-Sided" Theory of Advertising with Overlapping Viewerships (2013)
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