The choice of commercial breaks in television programs: The number, length and timing

Journal of Industrial Economics

Volumn 52, Issue 3, 2004, Pages 315-326

  Zhou, Wen ^a  

^a HONG KONG UNIVERSITY OF SCIENCE AND TECHNOLOGY   (Hong Kong)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 5644277967     PISSN: 00221821     EISSN: None     Source Type: Journal    
DOI: 10.1111/j.0022-1821.2004.00228.x     Document Type: Article

References (13)

1. Barros, P. P., 1998, 'Television Programming Scheduling Revisited,' unpublished manuscript, University Nova de Lisbon and CEPR.
2. Barwise, P. and Ehrenberg, A., 1988, Television and Its Audience (Sage, London).
3. Cancian, M., Bills, A. and Bergstrom, T., 1995, 'Hotelling Location Problems with Directional Constraints: An Application to Television Programming Scheduling,' The Journal of Industrial Economics, 43, pp. 121-124.
4. Danaher, P. J., 1995, 'What Happens to Television Ratings During Commercial Breaks?,' Journal of Advertising Research, 35(1), pp. 37-47.
5. Epstein, G. S., 1998, 'Network Competition and the Timing of Commercials,' Management Science, 44, pp. 370-387.
6. Gabszewicz, J., Laussel, D. and Sonnac, N., 1999, 'TV-Broadcasting Competition and Advertising,' working paper.
7. Knealy, D., 1988, 'Zapping of TV Ads Appears Pervasive,' Wall Street Journal, April 25, p. 30.
8. Nilssen, T. and Sorgard, L., 1998, 'Time Schedule and Programme Profile: TV Programming in Norway and Denmark,' Journal of Economics & Management Strategy, 7(2), pp. 209-35.
9. Owen, B. M. and Wildman, S. S., 1992, Video Economics (Harvard University Press, Cambridge, Mass).
10. Siddarth, S. and Chattopadhyay, A., 1998, 'To Zap or Not to Zap: A Study of the Determinants of Channel Switching During Commercials,' Management Science, 17(2), pp. 124-138.
11. Steiner, G., 1966, 'The People Look at Commercials: A Study of Audience Behavior,' The Journal of Business, 39, pp. 272-304.
12. Thorson, E. and Zhao, X., 1997, 'Television Viewing Behavior as an Indicator of Commercial Effectiveness,' in Wells, W. D. (ed.), Measuring Advertising Effectiveness (Lawrence Erlbaum Assoc., Mahwah, N.J.). pp. 221-237.
13. Van Meurs, L., 1998, 'Zapp! A Study on Switching Behavior during Commercial Breaks,' Journal of Advertising Research, 38(1), pp. 43-53.