What do ads buy? Daily coverage of listed companies on the Italian press

Marco Gambaro () and Riccardo Puglisi

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

Abstract: We match data on the daily newspaper coverage of a sample of Italian listed companies with Nielsen data on the monthly amount of advertising that a given company has purchased on a given newspaper. Controlling for newspaper and company fixed effects, we show that newspaper coverage of a given company is positively related with the amount of ads purchased on that newspaper by that company. We also find that coverage of a company is higher the day after a press release, but especially so on newspapers where more ads are purchased. This result on press releases is robust to controlling for ownership links between newspapers and companies, and –more generally- controlling for time invariant features of each company-newspaper pair, i. e. for (company × newspaper) fixed effects. Moreover, coverage is correlated with past day absolute return and trading volume, and this relationship appears to be steeper for those newspapers where more ads are purchased.

Keywords: Media bias; advertising; press releases; stock returns; Italian press (search for similar items in EconPapers)
JEL-codes: K1 L2 N81 (search for similar items in EconPapers)
Date: 2009-12-09
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (21)

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Related works:
Journal Article: What do ads buy? Daily coverage of listed companies on the Italian press (2015)
Working Paper: What Do Ads Buy? Daily Coverage of Listed Companies on the Italian Press (2010)
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