Pricing power in advertising markets: Theory and evidence
By: Gentzkow, Matthew
.
Material type: 
BookPublisher: The American Economic Review Description: 114(2), Feb, 2024: p.500-233.
In:
The American Economic ReviewSummary: 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 the model is a good match, qualitatively and quantitatively, to variation in advertising prices across demographic groups, outlets, platforms, and over time. We use the model to quantify the effects of competition within and across platforms.- Reproduced
https://www.aeaweb.org/articles?id=10.1257/aer.20220943
| Item type | Current location | Call number | Vol info | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Articles
|
Indian Institute of Public Administration | 114(2), Feb, 2024: p.500-233 | Available | AR131747 |
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 the model is a good match, qualitatively and quantitatively, to variation in advertising prices across demographic groups, outlets, platforms, and over time. We use the model to quantify the effects of competition within and across platforms.- Reproduced
https://www.aeaweb.org/articles?id=10.1257/aer.20220943
There are no comments for this item.