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The Substitutability of Network and National Spot Television Advertising

B. D. McCullough & Tracy Waldon

Quarterly Journal of Finance and Accounting2016article
ABDC B
Weight
0.26

What the paper says

The translog method is used to obtain estimates of the Morishima substitution elasticity between television network advertising and national spot television advertising. Dickey -Fuller and cointegration tests lead to a partially differenced system estimated via SUR. Confidence intervals for the estimates are derived by treating the time series of elasticity estimates as a realization from a stochastic process and applying an er go die theorem after discussing a failed attempt to bootstrap the confidence intervals. We find that television network advertising and national spot television advertising are substitutes.

8 citations

Cite this paper

@article{b.2016,
  title        = {{The Substitutability of Network and National Spot Television Advertising}},
  author       = {B. D. McCullough & Tracy Waldon},
  journal      = {Quarterly Journal of Finance and Accounting},
  year         = {2016},
}

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The Substitutability of Network and National Spot Television Advertising

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Evidence weight

0.26

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.00 × 0.4 = 0.00
M · momentum0.20 × 0.15 = 0.03
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.