What do Ads Buy? Daily Coverage of Listed Companies on the Italian Press
Università degli Studi di Milano - DEPA
University of Pavia; University of Milan - Centro Studi Luca d'Agliano (LdA)
December 21, 2009
We match data on the daily newspaper coverage of a sample of Italian listed companies with Nielsen data on the monthly amount of advertising that a given company has purchased on a given newspaper. Controlling for newspaper and company fixed effects, we show that newspaper coverage of a given company is positively related with the amount of ads purchased on that newspaper by that company. We also find that coverage of a company is higher the day after a press release, but especially so on newspapers where more ads are purchased. This result on press releases is robust to controlling for ownership links between newspapers and companies, and - more generally - controlling for time invariant features of each company-newspaper pair, i.e. for (company × newspaper) fixed effects.
Moreover, coverage is correlated with past day absolute return and trading volume, and this relationship appears to be steeper for those newspapers where more ads are purchased.
Number of Pages in PDF File: 30
Keywords: Media Bias, Advertising, Press Releases, Stock Returns, Italian Press
JEL Classification: K1, L2, N81
Date posted: December 21, 2009 ; Last revised: January 7, 2010