{"title":"全国电视广告市场的价格分散与遗留折扣","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":"{\"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}","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}
Price Dispersion and Legacy Discounts in the National Television Advertising Market
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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