EconPapers    
Economics at your fingertips  
 

Getting beer during commercials: Adverse effects of ad-avoidance

Torben Stühmeier and Tobias Wenzel
Authors registered in the RePEc Author Service: Torben Stuehmeier ()

Information Economics and Policy, 2011, vol. 23, issue 1, 98-106

Abstract: This paper studies the impact of ad-avoidance behavior in media markets. We consider a situation where viewers can avoid advertisement messages. As the media market is a two-sided market, increased ad-avoidance reduces advertisers' value of placing an ad. We contrast two financing regimes, free-to-air and pay-TV. We find that a higher viewer responsiveness to advertising decreases revenues and entry in the free-to-air regime. In contrast, in the pay-TV regime, lower income from advertisements is compensated by higher subscription income leaving revenues and the number of channels unaffected for a fixed total viewership.

Keywords: Media; markets; Ad-avoidance; Two-sided; markets (search for similar items in EconPapers)
Date: 2011
References: View references in EconPapers View complete reference list from CitEc
Citations View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0167-6245(10)00048-X
Full text for ScienceDirect subscribers only

Related works:
Working Paper: Getting beer during commercials: adverse effects of ad-avoidance (2010) Downloads
Working Paper: Getting beer during commercials: adverse effects of Ad-Avoidance (2009) Downloads
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:eee:iepoli:v:23:y:2011:i:1:p:98-106

Access Statistics for this article

Information Economics and Policy is currently edited by D. Waterman

More articles in Information Economics and Policy from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().

 
Page updated 2018-12-05
Handle: RePEc:eee:iepoli:v:23:y:2011:i:1:p:98-106