Research Repository

Advertising and the Distribution of Content

Weeds, Helen (2012) Advertising and the Distribution of Content. Working Paper. CEPR Discussion Papers 9079.

Full text not available from this repository.


This paper examines incentives for exclusive distribution of content in the presence of advertising. A monopoly seller of content - such as televisation rights to popular sports - may contract with one or both of two competing distributors, charging lump-sum fees. When distributors are subscription-funded, exclusive sale to a single buyer is the seller's profit-maximising choice, even when distributors also sell advertising airtime. When distributors are purely advertising-funded, however, non-exclusive contracting may instead be preferred. Advertising revenues accruing directly to the content provider may also generate a preference for non-exclusivity even when selling to subscription-funded distributors. The analysis has implications for the distribution of content to pay TV and free-to-air broadcasters, and for internet distribution of content.

Item Type: Monograph (Working Paper)
Uncontrolled Keywords: Advertising; Broadcasting; Exclusivity; Internet
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Social Sciences > Economics, Department of
Depositing User: Jim Jamieson
Date Deposited: 28 Mar 2013 10:53
Last Modified: 28 Mar 2013 10:53

Actions (login required)

View Item View Item