| 000 | 02735cam a22004577a 4500 | ||
|---|---|---|---|
| 001 | w30278 | ||
| 003 | NBER | ||
| 005 | 20221003144425.0 | ||
| 006 | m o d | ||
| 007 | cr cnu|||||||| | ||
| 008 | 221003s2022 mau fo 000 0 eng d | ||
| 040 |
_aMaCbNBER _beng _cMaCbNBER |
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| 100 | 1 |
_aGentzkow, Matthew. _929512 |
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| 245 | 1 | 0 |
_aPricing Power in Advertising Markets: _bTheory and Evidence / _cMatthew Gentzkow, Jesse M. Shapiro, Frank Yang, Ali Yurukoglu. |
| 260 |
_aCambridge, Mass. _bNational Bureau of Economic Research _c2022. |
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| 300 |
_a1 online resource: _billustrations (black and white); |
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| 490 | 1 |
_aNBER working paper series _vno. w30278 |
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| 500 | _aJuly 2022. | ||
| 520 | 3 | _aExisting theories of media competition imply that advertisers will pay a lower price in equilibrium to reach consumers who multi-home across competing outlets. We generalize and extend this theoretical result and test it using data from television and social media advertising. We find that television outlets whose viewers watch more television charge a lower price per impression to advertisers. This finding helps rationalize well-known stylized facts such as a premium for younger and more male audiences on television. Also consistent with the theory, we show that social media advertising markets feature a premium for older audiences. A quantitative version of our model whose only free parameter is a scale normalization can explain 35 percent of the variation in price per impression across owners of television networks, and aligns with recent trends in television advertising revenue. We use the model to quantify the impact of mergers, the effect of competition on incentives to produce content, and the effect of Netflix ad carriage on prices for linear television advertising. | |
| 530 | _aHardcopy version available to institutional subscribers | ||
| 538 | _aSystem requirements: Adobe [Acrobat] Reader required for PDF files. | ||
| 538 | _aMode of access: World Wide Web. | ||
| 588 | 0 | _aPrint version record | |
| 690 | 7 |
_aGeneral _2jelc |
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| 650 | 7 |
_aGeneral _2jelc |
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| 084 |
_aL10 _2jelc |
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| 690 | 7 |
_aEntertainment • Media _2jelc |
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| 650 | 7 |
_aEntertainment • Media _2jelc |
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| 084 |
_aL82 _2jelc |
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| 690 | 7 |
_aAdvertising _2jelc |
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| 650 | 7 |
_aAdvertising _2jelc |
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| 084 |
_aM37 _2jelc |
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| 700 | 1 |
_aShapiro, Jesse M. _920616 |
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| 700 | 1 | _aYang, Frank. | |
| 700 | 1 | _aYurukoglu, Ali. | |
| 710 | 2 | _aNational Bureau of Economic Research. | |
| 830 | 0 |
_aWorking Paper Series (National Bureau of Economic Research) _vno. w30278. |
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| 856 | 4 | 0 | _uhttps://www.nber.org/papers/w30278 |
| 856 |
_yAcceso en línea al DOI _uhttp://dx.doi.org/10.3386/w30278 |
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| 942 |
_2ddc _cW-PAPER |
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| 999 |
_c389917 _d348479 |
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