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The regulation of public service broadcasters : should there be more advertising on television?
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Crawford, Gregory S., Deer, Lachlan, Smith, Jeremy and Sturgeon, Paul (2017) The regulation of public service broadcasters : should there be more advertising on television? Working Paper. Coventry: University of Warwick. Department of Economics. Warwick economics research papers series (WERPS) (1140). (In Press)
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Official URL: https://www2.warwick.ac.uk/fac/soc/economics/
Abstract
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%.
| Item Type: | Working or Discussion Paper (Working Paper) | ||||||
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| Subjects: | H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce |
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| Divisions: | Faculty of Social Sciences > Economics | ||||||
| Library of Congress Subject Headings (LCSH): | Public television -- Economic aspects -- Great Britain, Television advertising -- Economic aspects -- Great Britain | ||||||
| Series Name: | Warwick economics research papers series (WERPS) | ||||||
| Publisher: | University of Warwick. Department of Economics | ||||||
| Place of Publication: | Coventry | ||||||
| ISSN: | 0083-7350 | ||||||
| Official Date: | November 2017 | ||||||
| Dates: |
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| Number: | 1140 | ||||||
| Number of Pages: | 38 | ||||||
| Institution: | University of Warwick | ||||||
| Status: | Not Peer Reviewed | ||||||
| Publication Status: | In Press | ||||||
| Access rights to Published version: | Open Access (Creative Commons) | ||||||
| Date of first compliant deposit: | 13 November 2017 | ||||||
| Date of first compliant Open Access: | 13 November 2017 | ||||||
| Open Access Version: |
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