This article examines the premise that television broadcasters are able to exercise substantial market power deriving from governmental restrictions on entry. Using a new sample of actual transactions prices, we estimate a hedonic equation identifying product quality components of advertising spots. The model demonstrates the significant effect on prices of uncertainty in audience delivery, on the basis of observed expectations of the buyer and seller. Previous empirical work on advertising markets neglected these transactional elements. Thus, once the relevant features of transactions are included in the analysis, prices appear to be unrelated to measures associated with market power.
Download Info
To download:
If you experience problems downloading a file, check if you have the
proper application to
view it first. Information about this may be contained
in the File-Format links below. In case of further problems read
the IDEAS help
file. Note that these files are not on the IDEAS
site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.