The Regulation of Public Service Broadcasters: Should There Be More Advertising on Television?

42 Pages Posted: 17 Nov 2017

See all articles by Gregory S. Crawford

Gregory S. Crawford

University of Zurich - Department of Economics

Lachlan Deer

University of Zurich - Department of Economics

Jeremy Smith

University of Warwick - Department of Economics

Paul R Sturgeon

Mindshare

Multiple version iconThere are 2 versions of this paper

Date Written: November 2017

Abstract

Increased competition for viewers' time is threatening the viability of publicservice broadcasters (PSBs) around the world. Changing regulations regarding advertising minutes might increase revenues, but little is known about the structure of advertising demand. To address this problem, we collect a unique dataset on monthly impacts (quantities) and prices of UK television channels between 2002 and 2009 to estimate the (inverse) demand for advertising on both public and commercial broadcasters. We find that increasing PSB advertising minutes to the level permitted for non-PSBs would increase PSB and industry revenue by 10.5% and 6.7%.

JEL Classification: D2, L1, L5, M3

Suggested Citation

Crawford, Gregory S. and Deer, Lachlan and Smith, Jeremy P. and Sturgeon, Paul R, The Regulation of Public Service Broadcasters: Should There Be More Advertising on Television? (November 2017). CEPR Discussion Paper No. DP12428, Available at SSRN: https://ssrn.com/abstract=3071060

Gregory S. Crawford (Contact Author)

University of Zurich - Department of Economics ( email )

Schönberggasse 1
Zürich, CH-8001
Switzerland

HOME PAGE: http://www.econ.uzh.ch/faculty/groupcrawford.html

Lachlan Deer

University of Zurich - Department of Economics ( email )

Zürich
Switzerland

Jeremy P. Smith

University of Warwick - Department of Economics ( email )

Coventry CV4 7AL
United Kingdom

Paul R Sturgeon

Mindshare ( email )

London
United Kingdom

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
1
Abstract Views
227
PlumX Metrics