Characterization of the relevant market in the media industry: some new evidence!

Bardey, David, Tovar, Jorge and Santos, Nicolas (2016) Characterization of the relevant market in the media industry: some new evidence! TSE Working Paper, n. 16-719

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Official URL: http://tse-fr.eu/pub/31125

Abstract

In this paper we estimate the degree of substitutability for advertisers across different media outlets. The estimates are motivated by the need that competition agencies have to properly characterize the relevant market when dealing with mergers in the media industry. As technology changes the industry, advertisers may not view a given media outlet as independent from those operating in other media platforms. Indeed, our results show that advertisers see outlets across platforms, either as substitutes or complements. From a policy perspective, our findings imply that competition agencies, particularly when defining relevant markets, should not assume that advertisers operate independently within a single media platform.

Item Type: Monograph (Working Paper)
Language: English
Date: October 2016
Uncontrolled Keywords: Media substitution, Cross Price elasticity, Advertising
JEL codes: D4 - Market Structure and Pricing
L4 - Antitrust Issues and Policies
Subjects: B- ECONOMIE ET FINANCE
Divisions: TSE-R (Toulouse)
Institution: Université Toulouse Capitole
Site: UT1
Date Deposited: 27 Oct 2016 08:27
Last Modified: 07 Mar 2018 13:24
OAI ID: oai:tse-fr.eu:31125
URI: http://publications.ut-capitole.fr/id/eprint/22459

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