Is Radio Advertising a Distinct Local Market? An Empirical Analysis
18 Pages Posted: 10 Sep 2010
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: Suggested Citation
Do you have a job opening that you would like to promote on SSRN?
Recommended Papers
-
The Online Advertising Industry: Economics, Evolution, and Privacy
-
Scale and Scope Effects on Advertising Agency Costs
By Alvin J. Silk and Ernst R. Berndt
-
Intermedia Substitutability and Market Demand by National Advertisers
By Alvin J. Silk, Lisa Klein Pearo, ...
-
By Alvin J. Silk and Ernst R. Berndt
-
Economic Factors Underlying the Unbundling of Advertising Agency Services
By Mohammad Arzaghi, Ernst R. Berndt, ...
-
Economic Factors Underlying the Unbundling of Advertising Agency Services
By Mohammad Arzaghi, Ernst R. Berndt, ...
-
How Catalysts Ignite: The Economics of Platform-Based Start-Ups
-
Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality
By Alvin J. Silk and Charles King