Demand estimation in a two-sided market : viewers and advertisers in the Spanish free-to-air TV market

Mostra el registre complet Registre parcial de l'ítem

• dc.contributor.author Calderón, Sully
• dc.contributor.author Moreu, Aida
• dc.date.accessioned 2021-02-10T11:01:40Z
• dc.date.available 2021-02-10T11:01:40Z
• dc.date.issued 2020-07
• dc.description Treball fi de màster de: Master's Degree in Specialized Economic Analysisca
• dc.description Director: Miguel Espinosaca
• dc.description.abstract The Spanish Free to air TV industry is a two-sided market in which viewers demand TV programs and advertisers demand spots whose price depend mainly on audience. We specify Viewers Demand through a logit model and Advertisers Demand by an adaptation of the model of Wilbur (2008). The first model shows an elastic demand (-1.6), and adversity of viewers to advertising regardless of the day but during prime time they are a bit more ad tolerant. The second model shows that advertisers are relatively inelastic to both an increase of adds (-0.1) and an increase in audience share (0.46).ca
• dc.description.abstract La televisión española en abierto es un mercado de dos caras en el que los espectadores demandan programas y los anunciantes, espacios publicitarios cuyo precio depende de la audiencia. Especificamos la Demanda de espectadores con un modelo “logit” y la Demanda de anunciantes mediante una adaptación de Wilbur (2008). El primer modelo muestra una demanda elástica (-1,6) y que, los espectadores son reacios a la publicidad, aunque algo más tolerantes durante el horario de máxima audiencia. El segundo modelo muestra que los anunciantes son relativamente inelásticos a un aumento de anuncios (-0,1) y a un aumento en audiencia (0,46).es
• dc.format.mimetype application/pdf*
• dc.identifier.uri http://hdl.handle.net/10230/46425
• dc.language.iso engca
• dc.rights Atribución-NoComercial-SinDerivadas 3.0 Españaca
• dc.rights.accessRights info:eu-repo/semantics/openAccessca
• dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/3.0/es/ca
• dc.subject.other Treball de fi de màster – Curs 2019-2020ca
• dc.subject.other Competitionen
• dc.subject.other Two-sided marketen
• dc.subject.other Advertisingen
• dc.subject.other Competència econòmicaca
• dc.subject.other Mercat de doble caraca
• dc.subject.other Publicitatca
• dc.title Demand estimation in a two-sided market : viewers and advertisers in the Spanish free-to-air TV marketen
• dc.type info:eu-repo/semantics/masterThesisca