Publication Type

Journal Article

Publication Date

10-2016

Abstract

The observed drops in the ratings of television programs on Fridays and Saturdays are likely a result of two factors: intrinsic contraction in demand for television watching and endogenous scheduling. I decompose the observed weekend effect into the effects from these two factors. To this end, I estimate a viewer choice model that uses aggregate Nielsen ratings data for prime-time network television shows over 11 years. The long span of the data enables me to control for television series qualities. The estimation results reveal that the estimated weekend effect is dampened as the empirical model accounts for variation in the program quality compositions. The counterfactual analysis that is based on the estimates of the preferred specification indicates that endogenous scheduling accounts for two-thirds of the rating drops on weekends.

Keywords

Day-of-the-week effect, Discrete choice model, Optimal scheduling, Prime-time television

Discipline

Behavioral Economics | Film and Media Studies

Research Areas

Applied Microeconomics

Publication

Review of Industrial Organization

First Page

1

Last Page

27

ISSN

0889-938X

Identifier

10.1007/s11151-016-9545-9

Publisher

Springer Verlag (Germany)

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Additional URL

http://doi.org/10.1007/s11151-016-9545-9

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