Is Radio Advertising a Distinct Local Market? An Empirical Analysis

18 Pages Posted: 10 Sep 2010

See all articles by Robert B. Ekelund

Robert B. Ekelund

Auburn University - Department of Economics

George S. Ford

Phoenix Center for Advanced Legal & Economic Public Policy Studies

John D. Jackson

Auburn University - Department of Economics

Date Written: 1999

Abstract

The recent relaxation of regulations limiting the ability of an entity to own multiple radio stations had led to a dramatic increase in ownership concentration in local radio markets. Using the framework established by the Merger Guidelines, this paper evaluates whether or not radio advertising is a distinct local market by estimating an own-price elasticity oif demand for radio advertising. Our results support the assertion that radio advertising is an antitrust market.

Keywords: Broadcasting, Market Definition, Radio, FCC, Regulation

JEL Classification: L5

Suggested Citation

Ekelund, Robert B. and Ford, George S. and Jackson, John Douglas, Is Radio Advertising a Distinct Local Market? An Empirical Analysis (1999). Review of Industrial Organization, Vol. 14, No. 3, p. 239, 1999. Available at SSRN: https://ssrn.com/abstract=1674550

Robert B. Ekelund

Auburn University - Department of Economics ( email )

415 W. Magnolia
Auburn, AL 36849-5242
United States
334-844-2929 (Phone)

George S. Ford (Contact Author)

Phoenix Center for Advanced Legal & Economic Public Policy Studies ( email )

5335 Wisconsin Avenue, NW
Suite 440
Washington, DC 20015
United States

John Douglas Jackson

Auburn University - Department of Economics ( email )

415 W. Magnolia
Auburn, AL 36849-5242
United States

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