Commercial Success through Commercials? Advertising and Satellite TV Operators
Abstract
The US pay television service market had been dominated by cable operators until the nationwide entry of satellite operators in the early 1990s. The latter have been consistently growing their footprints since. This study documents the role of television advertising to explain the success. Using data on US households' subscription choices and operators' advertising decisions, the authors document both demand- and supply-side conditions conducive...
Paper Details
Title
Commercial Success through Commercials? Advertising and Satellite TV Operators
Published Date
Jan 1, 2019
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