publication . Preprint . 2012

Banning Ads from Prime-Time State TV: Lessons from France

Lapo Filistrucchi; Andrea Mangani; Luigi Luini;
Open Access
  • Published: 01 Oct 2012
Abstract
We analyse the effects of the advertising ban on French public television, which came into effect on the 5th of January 2009. The ban forbids commercial advertising on public TV in the time slot 20.00-6.00. By using a difference-in-difference approach we show that advertising which was previously broadcasted on public TV in the time slot 20.00-6.00 did not switch to private channels in the same time slot (nor did the price per second in that time slot on private channels rise). Rather advertising partly switched to public TV in the time slot 6.00-20.00. The trend away from aerial towards non-aerial TV channels continued but was not increased. The common expectat...
Subjects
free text keywords: two-sided markets, media, advertising regulation, television, public service broadcasting [Keywords], jel:L82, jel:D18

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