CCP Seminar: Timing in Broadcasting Advertising
November 21, 2012 Leave a comment
The CCP’s weekly seminar series continues on Friday 23rd November with our resident post doctoral research fellow Anna Rita Bennato (CCP) presenting her research into ‘Timing in Broadcasting Advertising‘ which she is carrying out collaboratively with Berardino Cesi and Alberto Iozzi of the “Tor Vergata” University of Rome. A copy of her abstract can be found below.
We develop a model of competing platforms by which we aim to study the welfare loss resulting from a timing game between TV channels, which define their optimal advertisement allocation in their programmes. The goal of this analysis is to pin down how the regulatory restrictions condition the strategies of the broadcasting industry. In particular, we incorporate the bargaining process between channels and advertisers who, being multi-homing, are able to sign contracts with more than one TV channel, advertising their commercials simultaneously on different channels.