지상파 방송광고 단가 변동의 경제적 파급효과

The Economic Impacts of A Change in Terrestrial Broadcast Advertising Rates
This paper attempts to analyze the economic impacts of a change in terrestrial broadcast advertising rates. To this end, we classify the economic impacts of terrestrial broadcast advertising rate into the impact on advertising demand, the impact on commodity price of a sponsor, and impact on overall price level, and investigate them. Methodologies employed and results obtained in this study as follows. First, the demand function for terrestrial broadcast advertising is estimated and the impacts of a change in terrestrial broadcast advertising rate on the demand are examined. It is concluded that an increase by 1.0% in terrestrial broadcast advertising rate decreases the demand by 0.583%. Thus, the demand is price-inelastic. Second, the financial structures of the 100 major sponsors are reviewed and the impacts of a change in terrestrial broadcast advertising rate on their commodity price are looked into. It is found that an increase by 1.0% in terrestrial broadcast advertising rate produces an increase by 0.00405% in their commodity price. Third, we use producer price index and obtain the information on the impact of terrestrial broadcast advertising rate on overall price level. It is observed that an increase by 1.0% in terrestrial broadcast advertising rate cause an increase by 0.0077% in overall price level. Consequently, we can guess that the impacts of terrestrial broadcast advertising rate on the demand, sponsor's commodity price level, and overall price level are not big. These quantitative information can be usefully utilized in manipulating terrestrial broadcast advertising rate.