Pedro Ferreira,

Carnegie Mellon University –

Abstract:

How does the introduction of time-shifted TV (TSTV) change the total value of advertising captured by networks? How does the introduction of TSTV change the viewership patterns across viewers and across programs? We analyze the effects of the introduction of TSTV on a large cable operator serving more than 1.5 million users that introduced TSTV in 2012. We use click-stream data from TV remote controls in 2012 and 2013 to analyze short and long term effects of TSTV. We use fixed-effects and differences-in-differences with propensity score matching to obtain our results. We find that the introduction of TSTV does not increase TV viewership. In the short-term TSTV viewership amounts for 6% of the total TV viewership. In the long-run, TSTV viewership accounts for 9% of total viewership. We also find that the concentration of TV consumption across programs increases: the most popular programs are watched disproportionately more in time-shift. Interestingly, the most popular programs are also the ones that lose the most in live viewership. This decrease in total live viewership for the most popular programs decreases the total value networks can appropriate from advertising.

Pedro Ferreira is an assistant professor of Information Systems and Management at the Heinz College and at the Department of Engineering and Public Policy, Carnegie Mellon University (CMU). He received a Ph.D. in Telecommunications Policy from CMU and a M.Sc. in Electrical Engineering and Computer Science from the Massachusetts Institute of Technology. Pedro’s research interests lie in two major domains: identifying causal effects in dense network settings, with direct application to understanding the future of the digital media industry, and the evolving role of technology in the economics of education. Currently, he is working on a series of large-scale randomized experiments in network settings looking at identifying the role of peer influence in the consumption of media. Pedro has published in top journals and top peer-reviewed research conferences such as Management Science, Management of Information Systems Quartely and the IEEE Conference on Social Computing.

 

Date: 2014-Nov-27     Time: 14:30:00     Room: 020

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