The Regulation of Public Service Broadcasters : Should There Be More Advertising on Television?

Increased competition for viewers' time is threatening the viability of public-service broadcasters (PSBs) around the world. Changing regulations regarding advertising minutes might increase revenues, but little is known about the structure of advertising demand. To address this problem, we collect a unique dataset on monthly impacts (quantities) and prices of UK television channels between 2002 and 2009 to estimate the (inverse) demand for advertising on both public and commercial broadcasters. We find that increasing PSB advertising minutes to the level permitted for non-PSBs would increase PSB and industry revenue by 10.5% and 6.7%

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Year of publication:	2017
Authors:	Crawford, Gregory S.
Other Persons:	Deer, Lachlan (contributor) ; Smith, Jeremy (contributor) ; Sturgeon, Paul R (contributor)
Publisher:	[2017]: [S.l.] : SSRN
Subject:	Werbebeschränkung \| Advertising regulation \| Großbritannien \| United Kingdom \| Rundfunksender \| Broadcasting industry \| Fernsehwerbung \| Television advertising \| Einnahmen \| Revenue \| Schätzung \| Estimation \| Preis-Absatz-Funktion \| Price response function \| Theorie \| Theory

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Extent:	1 Online-Ressource (40 p)
Series:	University of Zurich, Department of Economics, Working Paper ; No. 268
Type of publication:	Book / Working Paper
Language:	English
Notes:	Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments May 10, 2017 erstellt
Other identifiers:	10.2139/ssrn.3067297 [DOI]
Classification:	D2 - Production and Organizations ; L1 - Market Structure, Firm Strategy, and Market Performance ; L5 - Regulation and Industrial Policy ; M3 - Marketing and Advertising
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012943952