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The impact of time shifting on TV consumption and ad viewership

dc.contributor.authorBelo, Rodrigo
dc.contributor.authorFerreira, Pedro
dc.contributor.authorMatos, Miguel Godinho de
dc.contributor.authorReis, Filipa
dc.date.accessioned2021-03-31T11:01:40Z
dc.date.available2021-03-31T11:01:40Z
dc.date.issued2019-07-01
dc.description.abstractIn this paper we study the impact of time shifting on TV consumption and ad viewership. We analyze the results of a field experiment in which a random sample of “triple-play” households were given a set of premium TV channels broadcasting popular movies and TV shows without commercial breaks. A random subset of these households were given access to these channels with time shifting (automated cloud recording for later viewing or rewinding of broadcasted programs), while the remainder were not. This design allowed us to identify the effects of time shifting on TV consumption. On average, we found that receiving access to the channels with time shifting increased total TV consumption because it increased time-shifted viewership while leaving live viewership unchanged. The increase in the live viewership of these channels was similar to the reduction in the live viewership of the originally available channels, resulting in a net zero effect on live viewership. It appears that time shifting does not change the concentration of live viewership, but it does increase the concentration of total TV viewership, because it is used disproportionately to watch the most popular programs. Finally, we found that time shifting does not change the likelihood of skipping ads during live viewership, suggesting that households do not use time shifting to strategically avoid ads.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doi10.1287/mnsc.2018.3084pt_PT
dc.identifier.eid85069509299
dc.identifier.issn0025-1909
dc.identifier.urihttp://hdl.handle.net/10400.14/32417
dc.identifier.wos000475704700014
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-sa/4.0/pt_PT
dc.subjectAdvertisingpt_PT
dc.subjectRandomized experimentpt_PT
dc.subjectTelevisionpt_PT
dc.subjectTime shiftingpt_PT
dc.titleThe impact of time shifting on TV consumption and ad viewershippt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage3234pt_PT
oaire.citation.issue7pt_PT
oaire.citation.startPage3216pt_PT
oaire.citation.titleManagement Sciencept_PT
oaire.citation.volume65pt_PT
person.familyNameBelo
person.familyNameGodinho de Matos
person.familyNameReis
person.givenNameRodrigo
person.givenNameMiguel
person.givenNameFilipa
person.identifier.ciencia-idA014-A8EB-F8FB
person.identifier.ciencia-id4217-C942-9E6F
person.identifier.orcid0000-0001-6839-5086
person.identifier.orcid0000-0002-6333-2753
person.identifier.orcid0000-0001-8180-1042
person.identifier.ridI-6604-2015
person.identifier.ridM-3545-2013
person.identifier.scopus-author-id56757598200
person.identifier.scopus-author-id55604599000
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
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relation.isAuthorOfPublicationc9055da8-5ee5-422f-914b-8f5363ea3db9
relation.isAuthorOfPublication1ec0ba06-7639-450c-a50f-8b3fdb4fc425
relation.isAuthorOfPublication.latestForDiscovery1ec0ba06-7639-450c-a50f-8b3fdb4fc425

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