000			01035nam a22001457a 4500
999			_c525954 _d525954
008			240426b ||||| |||| 00| 0 eng d
100			_aGentzkow, Matthew _951911
245			_aPricing power in advertising markets: Theory and evidence
260			_aThe American Economic Review
300			_a114(2), Feb, 2024: p.500-233
520			_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 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
773			_aThe American Economic Review
906			_aMASS MEDIA
942			_cAR