{"title":"Price Dispersion and Legacy Discounts in the National Television Advertising Market","authors":"Sylvia Hristakeva, J. Mortimer","doi":"10.2139/ssrn.3911469","DOIUrl":null,"url":null,"abstract":"We document dispersion in firms’ costs to advertise nationally, finding that advertisers with established relationships receive favorable prices for equivalent ad inventories.","PeriodicalId":18516,"journal":{"name":"Microeconomics: Production","volume":"39 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2021-08-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Microeconomics: Production","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2139/ssrn.3911469","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 1
Abstract
We document dispersion in firms’ costs to advertise nationally, finding that advertisers with established relationships receive favorable prices for equivalent ad inventories.
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