Supply and demand effects in television viewing. A time series analysis
Communications , Volume 37 - Issue 1 p. 79- 98
In this study we analyze daily data on television viewing in the Netherlands. We postulate hypotheses on supply and demand factors that could impact the amount of daily viewing time. Although the general assumption is that supply and demand often correlate, we see that for television this is only marginally the case. Especially diversity of program supply, often deemed very important in media markets, does not affect (positively or negatively) television viewing behavior. Most variation in television viewing can be attributed to habit and to regular events (e. g. weekends, Christmas) and to unexpected events (e. g. the 9/11 WTC attack). We also find that weather conditions interact with program types, so that, for example, in winter times people favor entertainment programs even more, suggesting that people use television for mood management.
|choice options, mood management, program diversity, television program supply, time series analysis|
|ERIM Article Series (EAS) , Econometric Institute Reprint Series|
|Organisation||Erasmus Research Institute of Management|
Vergeer, M.M, Eisinga, R, & Franses, Ph.H.B.F. (2012). Supply and demand effects in television viewing. A time series analysis. Communications, 37(1), 79–98. doi:10.1515/commun-2012-0004