Ivaldi, Marc and Zhang, Jiekai
(2015)
Advertising competition in the French free-to-air television broadcasting industry.
TSE Working Paper, n. 15-578, Toulouse
Preview |
Text
Download (1MB) | Preview |
Abstract
This paper studies the advertising competition in the French free TV broadcasting industry, following a decision of the French anti-trust authority on the acquisition of two channels by the most active media group of the sector. After specifying a structural model of oligopoly competition of free TVs, we identify the shape and magnitude of the feedback loop between TV viewers and advertisers using French market data from March 2008 to December 2013. We implement a simple procedure to test the market conduct of TV channels, and identify that the nature of competition is of Cournot type in this industry. Finally, based on a series of competitive analysis, we conclude that the approved acquisition has not significantly affected the industry's competitiveness, and that the implemented behavioral remedies seems to be efficient in protecting the consumer surplus.
Item Type: | Monograph (Working Paper) |
---|---|
Language: | English |
Date: | May 2015 |
Place of Publication: | Toulouse |
Uncontrolled Keywords: | Advertising, competition, media, TV, two-sided market, market conduct, behavioral remedies |
Subjects: | B- ECONOMIE ET FINANCE |
Divisions: | TSE-R (Toulouse) |
Institution: | Université Toulouse 1 Capitole |
Site: | UT1 |
Date Deposited: | 21 Sep 2015 13:08 |
Last Modified: | 02 Apr 2021 15:49 |
OAI Identifier: | oai:tse-fr.eu:29319 |
URI: | https://publications.ut-capitole.fr/id/eprint/16912 |