Increased competition for viewers’ time is threatening the viability of public-service broadcasters (PSBs) around the world. Changing regulations regarding advertising minutes might increase revenues, but little is known about the structure of advertising demand. To address this problem, we collect a unique dataset on monthly impacts (quantities) and prices of UK television channels between 2002 and 2009 to estimate the (inverse) demand for advertising on both public and commercial broadcasters. We find that increasing PSB advertising minutes to the level permitted for non-PSBs would increase PSB and industry revenue by 10.5% and 6.7%.
Authors
![Greg Crawford](/sites/default/files/styles/square_desktop/public/2022-07/Greg%20Crawford.jpg?itok=TXcBsALc)
Research Associate University of Zurich
Greg Crawford is a Research Associate of the IFS, a Research Fellow at the CEPR and a Professor of Economics at the University of Zurich .
![Person graphic](/sites/default/files/styles/square_desktop/public/2022-06/IFS-person-graphic.png?itok=hWCtTSrz)
University of Zurich
![Person graphic](/sites/default/files/styles/square_desktop/public/2022-06/IFS-person-graphic.png?itok=hWCtTSrz)
Jeremy Smith
![Person graphic](/sites/default/files/styles/square_desktop/public/2022-06/IFS-person-graphic.png?itok=hWCtTSrz)
Mindshare
Journal article details
- Publisher
- International Journal of Industrial Organization
- Issue
- July 2017
Suggested citation
Crawford, G et al. (2017). 'The Regulation of Public Service Broadcasting: Should there be more advertising on television?' (2017)
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