IDEAS home Printed from https://ideas.repec.org/a/bla/jindec/v52y2004i3p315-326.html
   My bibliography  Save this article

The Choice of Commercial Breaks in Television Programs: The Number, Length and Timing

Author

Listed:
  • Wen Zhou

Abstract

This paper examines the choice of commercial breaks by a television network in a monopoly setup. It is assumed that viewers dislike commercials, while the network seeks to maximize the total audience for these commercials through its choice of the number, length, and timing of commercial breaks. The model predicts that commercial breaks become more frequent toward the end of the program, and that the length of breaks is single‐peaked. When the television program becomes more popular, the network runs commercials more frequently, and redistributes commercials so that late breaks become longer while early breaks become shorter.

Suggested Citation

  • Wen Zhou, 2004. "The Choice of Commercial Breaks in Television Programs: The Number, Length and Timing," Journal of Industrial Economics, Wiley Blackwell, vol. 52(3), pages 315-326, September.
    • Handle: RePEc:bla:jindec:v:52:y:2004:i:3:p:315-326
    DOI: 10.1111/j.0022-1821.2004.00228.x
    as

    Download full text from publisher

    File URL: https://doi.org/10.1111/j.0022-1821.2004.00228.x
    Download Restriction: no
    File URL: https://libkey.io/10.1111/j.0022-1821.2004.00228.x?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. S. Siddarth & Amitava Chattopadhyay, 1998. "To Zap or Not to Zap: A Study of the Determinants of Channel Switching During Commercials," Marketing Science, INFORMS, vol. 17(2), pages 124-138.
    2. Cancian, Maria & Bills, Angela & Bergstrom, Theodore, 1995. "Hotelling Location Problems with Directional Constraints: An Application to Television News Scheduling," Journal of Industrial Economics, Wiley Blackwell, vol. 43(1), pages 121-124, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yong Liu & Daniel S. Putler & Charles B. Weinberg, 2006. "A Reply to “A Comment on ‘Is Having More Channels Really Better? A Model of Competition Among Commercial Television Broadcasters' ”," Marketing Science, INFORMS, vol. 25(5), pages 543-546, September.
    2. Kenneth C. Wilbur, 2008. "A Two-Sided, Empirical Model of Television Advertising and Viewing Markets," Marketing Science, INFORMS, vol. 27(3), pages 356-378, 05-06.
    3. Yong Liu & Daniel Putler & Charles Weinberg, 2006. "The welfare and equity implications of competition in television broadcasting: the role of viewer tastes," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 30(2), pages 127-140, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mai Yamada, 2019. "Business Hours, Store Quality, and Social Welfare," Journal of Industry, Competition and Trade, Springer, vol. 19(3), pages 465-478, September.
    2. Lucia Reisch & Clive L Spash & Sabine Bietz, 2008. "Sustainable Consumption and Mass Communication: A German Experiment," Socio-Economics and the Environment in Discussion (SEED) Working Paper Series 2008-12, CSIRO Sustainable Ecosystems.
    3. Chia-Hung Sun, 2014. "Spatial Cournot Competition in a Linear City with Directional Delivery Constraints," The Japanese Economic Review, Japanese Economic Association, vol. 65(3), pages 344-374, September.
    4. repec:ebl:ecbull:v:12:y:2008:i:1:p:1-4 is not listed on IDEAS
    5. Dimitrios Xefteris & Didier Laussel & Michel Le Breton, 2017. "Simple centrifugal incentives in spatial competition," International Journal of Game Theory, Springer;Game Theory Society, vol. 46(2), pages 357-381, May.
    6. Navdeep S. Sahni & Charles Zhang, 2024. "Are consumers averse to sponsored messages? The role of search advertising in information discovery," Quantitative Marketing and Economics (QME), Springer, vol. 22(1), pages 63-114, March.
    7. Laussel, Didier & Le Breton, Michel & Xefteris, Dimitrios, 2013. "Simple Centrifugal Incentives in Downsian Dynamics," TSE Working Papers 13-405, Toulouse School of Economics (TSE).
    8. Adriaan Hendrik van der Weijde & Erik T. Verhoef & Vincent A. C. van den Berg, 2012. "Hotelling Models with Price-Sensitive Demand and Asymmetric Transport Costs: An Application to Public Transport Scheduling," Tinbergen Institute Discussion Papers 12-119/VIII, Tinbergen Institute.
    9. Anthony Dukes, 2004. "The Adverstising Market in a Product Oligopoly," Journal of Industrial Economics, Wiley Blackwell, vol. 52(3), pages 327-348, September.
    10. Simon P. Anderson & Stephen Coate, 2005. "Market Provision of Broadcasting: A Welfare Analysis," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 72(4), pages 947-972.
    11. Stefano Colombo, 2013. "Spatial Cournot competition with non-extreme directional constraints," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 51(3), pages 761-774, December.
    12. Anderson, Simon P. & Gabszewicz, Jean J., 2006. "The Media and Advertising: A Tale of Two-Sided Markets," Handbook of the Economics of Art and Culture, in: V.A. Ginsburgh & D. Throsby (ed.), Handbook of the Economics of Art and Culture, edition 1, volume 1, chapter 18, pages 567-614, Elsevier.
    13. Nilssen, Tore & Sorgard, Lars, 2002. "A public firm challenged by entry: duplication or diversity?," Regional Science and Urban Economics, Elsevier, vol. 32(2), pages 259-274, March.
    14. Saur, Marc P. & Schlatterer, Markus G. & Schmitt, Stefanie Yvonne, 2019. "Horizontal product differentiation with limited attentive consumers," BERG Working Paper Series 143, Bamberg University, Bamberg Economic Research Group.
    15. Pedro Barros, 2008. "Television News Scheduling Revisited," Economics Bulletin, AccessEcon, vol. 12(1), pages 1-4.
    16. Yuxin Chen & Qihong Liu, 2022. "Signaling Through Advertising When an Ad Can Be Blocked," Marketing Science, INFORMS, vol. 41(1), pages 166-187, January.
    17. Tore Nilssen & Lars Sørgard, 1998. "Time Schedule and Program Profile: TV News in Norway and Denmark," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 7(2), pages 209-235, June.
    18. Yamada, Mai, 2014. "Opening Hours and Quality Choices," MPRA Paper 56066, University Library of Munich, Germany.
    19. Healy, Paul & Noussair, Charles, 2004. "Bidding behavior in the price is right game: an experimental study," Journal of Economic Behavior & Organization, Elsevier, vol. 54(2), pages 231-247, June.
    20. Nilssen, Tore, 1997. "Sequential location when transportation costs are asymmetric," Economics Letters, Elsevier, vol. 54(2), pages 191-201, February.
    21. Soni, Mayank Jyotsna, 2013. "Advertisement Placement in TV Programs: Different Roles of ELM and Mood Protection Mechanism," IIMA Working Papers WP2013-03-02, Indian Institute of Management Ahmedabad, Research and Publication Department.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:jindec:v:52:y:2004:i:3:p:315-326. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://www.blackwellpublishing.com/journal.asp?ref=0022-1821 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.