The role of intermediate agents on the either way market of TV advertising

Роль посредников на двустороннем рынке телевизионной рекламы

Balandina, Marina (Баландина, Марина) () and Baskakova, Irina (Баскакова, Ирина) ()
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Balandina, Marina (Баландина, Марина): Ural Federal University named after the first president of Russia B.N. Eltsin
Baskakova, Irina (Баскакова, Ирина): Ural Federal University named after the first president of Russia B.N. Eltsin

Sotsium i vlast / Society and power, 2017, 96-103

Abstract: The article is aimed at studying the role of intermediate agents on the either way market of TV advertising and their influence on the strategy of price setting of the platform. The object of the research in the work is television advertising market. The authors analyzes of the role of intermediate agents on the either way market of TV advertising: suggest the classification of intermediate agents; systematize researches in this sphere; consider factors controlling distortion of balance on either way market of TV advertising in the presence of intermediate agent – media seller and define further directions of the research. The analysis of statistical data as far as the market of TV advertising in Yekaterinburg is concerned shows that existence of intermediate agent changes balance on either way market: advertising charge on TV channels realizing advertisements independently is higher than that of the channels using service of outer media sellers. Existence of a seller is accompanied with increasing concentration on the market.

Keywords: either way markets; intermediate agents on the either way market of market of TV advertising; russian market of TV advertising; balance on the either way market; Distributors of a signal on television market; media sellers (search for similar items in EconPapers)
Date: 2017
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