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| Author: | Zhou, W. |
| Title: | The choice of commercial breaks in television programs: the number, length and timing |
| Journal: | Journal of Industrial Economics
2004 : SEP, VOL. 52:3, p. 315-326 |
| Index terms: | Broadcasting industry Industrial economics Television advertising |
| Language: | eng |
| Abstract: | This article investigates the choice of commercial breaks by a television network in a monopoly setup. It is assumed that television viewers dont like commercials and the network seeks to maximize the total audience choosing the number, length, and timing of commercial breaks. The model suggests that commercial break become more frequent toward the end of the program, and that the length of breaks is single-peaked. |
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