The relative performance of TV sponsorship versus television spot advertising

Regulation of television advertising

Regulation of television advertising typically covers both the time devoted to commercials and restrictions on the commodities or services that can be publicized to various audiences (stricter laws often apply to children’s programming). Time restrictions (advertising caps) may improve welfare when advertising is overprovided in the market system. Even then, such caps may reduce the diversity o...

Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity

In this research, we investigate how television advertising drives online word-of-mouth (WOM). We first explore if television advertising (1) affects online WOM about the brand advertised and (2) associates with changes in online WOM about the program in which the advertisement airs. We further examine if the media context in which the advertisement appears – the television program – impacts th...

Television Sponsorship Forms and Program Subject Matter

The Economic Psychology of Television Advertising

Economic theories of the role of advertising in a market economy tend to focus on the provision of information to the consumer. The emprical validity of this rich body of work has been demonstrated convincingly, and points to a vital role for advertising in ensuring a robust and competitive marketplace. But there are also certain aspects of many advertisements–especially those seen on televisio...

The Effectiveness and Targeting of Television Advertising

Television networks spend about 16% of their revenues on tune-ins, which are previews or advertisements for their own shows. In this paper, we examine two questions. First, what is the informational content in advertising? Second, is this level of expenditures consistent with profit maximization? To answer these questions, we use a new and unique micro-level panel dataset on the television view...