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Persistent link: https://www.econbiz.de/10010231828
When a television advertisement causes viewers to switch channels, it reduces the audience available to subsequent advertisers. This audience loss is not reflected in the advertisement price, resulting in an audience externality. The present article analyzes the television network's problem of...
Persistent link: https://www.econbiz.de/10014046431
When a television advertisement causes viewers to switch channels, it reduces the audience available to subsequent advertisers. This audience loss is not reflected in the advertisement price, resulting in an audience externality. The present article analyzes the television network's problem of...
Persistent link: https://www.econbiz.de/10013072642