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Article: The choice of commercial breaks in television programs: The number, length and timing

TitleThe choice of commercial breaks in television programs: The number, length and timing
Authors
Issue Date2004
Citation
Journal Of Industrial Economics, 2004, v. 52 n. 3, p. 315-326 How to Cite?
AbstractThis paper examines the choice of commercial breaks by a television network in a monopoly setup. It is assumed that viewers dislike commercials, while the network seeks to maximize the total audience for these commercials through its choice of the number, length, and timing of commercial breaks. The model predicts that commercial breaks become more frequent toward the end of the program, and that the length of breaks is single-peaked. When the television program becomes more popular, the network runs commercials more frequently, and redistributes commercials so that late breaks become longer while early breaks become shorter.
Persistent Identifierhttp://hdl.handle.net/10722/178018
ISSN
2015 Impact Factor: 1.058
2015 SCImago Journal Rankings: 1.452
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorZhou, Wen_US
dc.date.accessioned2012-12-19T09:41:18Z-
dc.date.available2012-12-19T09:41:18Z-
dc.date.issued2004en_US
dc.identifier.citationJournal Of Industrial Economics, 2004, v. 52 n. 3, p. 315-326en_US
dc.identifier.issn0022-1821en_US
dc.identifier.urihttp://hdl.handle.net/10722/178018-
dc.description.abstractThis paper examines the choice of commercial breaks by a television network in a monopoly setup. It is assumed that viewers dislike commercials, while the network seeks to maximize the total audience for these commercials through its choice of the number, length, and timing of commercial breaks. The model predicts that commercial breaks become more frequent toward the end of the program, and that the length of breaks is single-peaked. When the television program becomes more popular, the network runs commercials more frequently, and redistributes commercials so that late breaks become longer while early breaks become shorter.en_US
dc.languageengen_US
dc.relation.ispartofJournal of Industrial Economicsen_US
dc.titleThe choice of commercial breaks in television programs: The number, length and timingen_US
dc.typeArticleen_US
dc.identifier.emailZhou, W: wzhou@hkucc.hku.hken_US
dc.identifier.authorityZhou, W=rp01128en_US
dc.description.naturelink_to_subscribed_fulltexten_US
dc.identifier.doi10.1111/j.0022-1821.2004.00228.xen_US
dc.identifier.scopuseid_2-s2.0-5644277967en_US
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-5644277967&selection=ref&src=s&origin=recordpageen_US
dc.identifier.volume52en_US
dc.identifier.issue3en_US
dc.identifier.spage315en_US
dc.identifier.epage326en_US
dc.identifier.isiWOS:000224031600001-
dc.publisher.placeUnited Kingdomen_US
dc.identifier.scopusauthoridZhou, W=10739745800en_US

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