期刊名称：Discussion Papers / Norwegian School of Economics and Business Administration
印刷版ISSN：0804-6824
出版年度：2000
出版社：Bergen
摘要：We present a model of the TV-advertising market that encompasses both the productmarkets and the market for TV programs. We argue that the TV industry has severalidiosyncratic characteristics that need to be modeled, and show that the strategicinteraction in this industry differs from other industries in many respects. We find that amove from a TV monopoly to a TV duopoly may reduce both the total number of viewersand the total amount of TV advertising. A softening of price competition in each productmarket results in more investment in programming, higher price per advertising slot, andmore advertising. A reduction of the number of firms in each product market may havethe opposite effect if the price competition in the product market is sufficiently softinitially. Finally, we find that even small asymmetries between product markets can causelarge asymmetries with respect to which producers buy advertising on TV
