Replication data for: Trading Dollars for Dollars: The Price of Attention Online and Offline
Principal Investigator(s): View help for Principal Investigator(s) Matthew Gentzkow
Version: View help for Version V1
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Project Citation:
Gentzkow, Matthew. Replication data for: Trading Dollars for Dollars: The Price of Attention Online and Offline. Nashville, TN: American Economic Association [publisher], 2014. Ann Arbor, MI: Inter-university Consortium for Political and Social Research [distributor], 2019-10-11. https://doi.org/10.3886/E112809V1
Project Description
Summary:
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Popular accounts suggest that advertising revenue per unit of consumer attention is lower online than offline, and has fallen in traditional media as the Internet has made advertising markets more competitive. I assess these claims theoretically and empirically, and compare the patterns we observe for the Internet to trends in advertising around the introduction of television and radio. The evidence suggests that the price of attention for similar consumers is actually higher online than offline, and that the growth of new media is not robustly associated with a declining price of attention.
Scope of Project
JEL Classification:
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L82 Entertainment; Media
M31 Marketing
M37 Advertising
L82 Entertainment; Media
M31 Marketing
M37 Advertising
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