publication . Article . 1992

Competition between Television Companies for Advertising Revenue in the United Kingdom: The Independent Television Regions Prior to Deregulation

D B Clarke; M G Bradford;
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  • Published: 01 Jan 1992 Journal: Environment and Planning A: Economy and Space, volume 24, pages 1,627-1,644 (issn: 0308-518X, eissn: 1472-3409, Copyright policy)
  • Publisher: SAGE Publications
Abstract
This paper provides a contribution to the geographies of advertising and the media. The authors examine the ways in wbich commercial television companies try to attract advertising to their regions; advertising being their main source of revenue. Competition based on the cost of advertising in particular regions is effectively restricted. This market failure results in regionally uneven allocations of advertising money, and hence an uneven regional pattern of TV company revenues. Other forms of competition are used to attempt to change this. TV companies promote their regions to advertisers and advertising agencies in ways varying from the production of 'hard' d...
Subjects
free text keywords: Geography, Planning and Development, Environmental Science (miscellaneous), Market failure, Incentive, Advertising, Advertising revenue, Native advertising, Deregulation, Economics, Commercial broadcasting, Advertising account executive, Revenue, Marketing
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publication . Article . 1992

Competition between Television Companies for Advertising Revenue in the United Kingdom: The Independent Television Regions Prior to Deregulation

D B Clarke; M G Bradford;