2006–2010

Paying to Remove Advertisements

Reprint No. 2009:46

Author(s): Joacim TågYear: 2009 Title: Information Economics and Policy Volume (No.): 21 (4) Pages: 245–252
Online article (restrictions may apply)


Media firms sometimes allow consumers to pay to remove advertisements from an adbased product. We formally examine an ad-based monopolist’s incentives to introduce this option. When deciding whether or not to introduce the option to pay, the monopolist compares the potential direct revenues from consumers who pay, with the lost advertising revenues resulting from the subsequent ad removal. If the pay alternative is introduced, the media firm increases advertising quantity to make the option to pay more attractive. This outcome hurts consumers but benefits the media firm and the advertisers. Total welfare may increase or decrease. Perhaps surprisingly, more annoying advertisements may lead to an increase in advertising quantity.


Reference:
Tåg, Joacim (2009), "Paying to Remove Advertisements". Information Economics and Policy 21(4), 245–252.

Joacim Tåg

Contact

Ph: +46 8 665 4524
joacim.tag@ifn.se

Elgar Companion to

Social Capital and Health

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Martin Ljunge, IFN, is the author of a chapter, "Trust promotes health: addressing reverse causality by studying children of immigrants", in a new book edited by Sherman Folland and Eric Nauenberg. The cutting edge of research is presented, covering the ever-expanding social capital field.

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