TV versus press? - the dynamics of television in Europe

After some intriguing preliminaries (e.g. why do people watch more television just before getting a satellite dish?), this paper examines the real factors influencing (a) weight of viewing (availability) and (b) TV adspend (availability plus prosperity).

TV versus press? - the dynamics of television in Europe

Jane Perry

After some intriguing preliminaries (why do people watch more TV just before getting a satellite dish?), this paper examines the real factors influencing (a) weight of viewing - availability; and (b) TV adspend - availability, and prosperity. More important, and contrary to received folklore, it is shown that TV and press are basically not financial adversaries. Stripping off economic and other factors, all over Europe the growth in TV adspend has only minor, short-term effects on press ad revenues.

Over the last ten years, TV inEurope...

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