A Two-Sided, Empirical Model of Television Advertising and Viewing Markets

By Kenneth C. Wilbur. Marketing science (Providence, R.I.), 2008

362 citations recorded by the source corpus.

Subfields: Marketing, Media Technology, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/cbc05c17dc3bc1a7c478b043f70fdf2bcf93bf52

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Feng Zhu
2. Dennis F. Galletta
3. Robert C. Seamans
4. Shu Z. Schiller
5. Jean-Pierre Dubé
6. Kendall Goodrich
7. Chandra R. Bhat
8. Pradeep Chintagunta

In Media Technology

1. Feng Zhu
2. Robert C. Seamans

In Strategy and Management

1. Feng Zhu
2. Dennis F. Galletta
3. Robert C. Seamans
4. Jean-Pierre Dubé
5. Brad N. Greenwood

Citations in the corpus

• Consumer Reactions to Intrusiveness Of Online-Video Advertisements (2015, background): “One model of televisionadvertisement viewing—important to media owners—predicts that, when a highly rated network decreases its advertising time by 10 percent, the median audience gain is about 25 percent (Wilbur, 2008).”
• Responses to Entry in Multi-Sided Markets: The Impact of Craigslist on Local Newspapers (2014, background): “Wilbur (2008) finds that the price elasticity of advertising demand in the TV industry is substantially more elastic than 30 years ago, and Goettler (2012) finds that TV advertising prices depend on audience composition.”
• The Persuasive Effect of Fox News: Non-Compliance with Social Distancing During the Covid-19 Pandemic (2020, background): “, and Yanagizawa-Drott, D. (2020). Misinformation During a Pandemic.”