| 来源类型 | Working Paper |
| 规范类型 | 报告 |
| DOI | 10.3386/w30278 |
| 来源ID | Working Paper 30278 |
| Pricing Power in Advertising Markets: Theory and Evidence | |
| Matthew Gentzkow; Jesse M. Shapiro; Frank Yang; Ali Yurukoglu | |
| 发表日期 | 2022-07-25 |
| 出版年 | 2022 |
| 语种 | 英语 |
| 摘要 | Existing 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. |
| 主题 | Industrial Organization ; Market Structure and Firm Performance ; Industry Studies ; Other ; Accounting, Marketing, and Personnel |
| URL | https://www.nber.org/papers/w30278 |
| 来源智库 | National Bureau of Economic Research (United States) |
| 引用统计 | |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/587951 |
| 推荐引用方式 GB/T 7714 | Matthew Gentzkow,Jesse M. Shapiro,Frank Yang,et al. Pricing Power in Advertising Markets: Theory and Evidence. 2022. |
| 条目包含的文件 | ||||||
| 文件名称/大小 | 资源类型 | 版本类型 | 开放类型 | 使用许可 | ||
| w30278.pdf（528KB） | 智库出版物 | 限制开放 | CC BY-NC-SA | 浏览 | ||
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