The Regulation of Public Service Broadcasters : Should there be more advertising on television?

Increased competition for viewers’ time is threatening the viability of publicservice 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%.


Issue Date:
May 10 2017
Publication Type:
Working or Discussion Paper
Record Identifier:
http://ageconsearch.umn.edu/record/269092
Language:
English
Total Pages:
41
JEL Codes:
D02; L01; L05; M03
Series Statement:
WERP 1140




 Record created 2018-03-01, last modified 2018-03-01

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