Believe the Hype: Solving Coordination Problems with Television Advertising
Chwe, sole author of an unpublished 1998 working paper. 119 brands advertised on three American networks across three months of one season give 357 monthly campaign observations, 18 of the brands classed as social goods. The outcome measure is what advertisers paid, taken from Nielsen's estimates of slot cost. Controlling for more than forty demographic categories, social brands paid about 1.22 dollars more per thousand households, around 20 per cent. Chwe calls the result more suggestive than definitive.
Chwe, sole author of an unpublished 1998 working paper. 119 brands advertised on three American networks across three months of one season give 357 monthly campaign observations, 18 of the brands classed as social goods. The outcome measure is what advertisers paid, taken from Nielsen's estimates of slot cost. Controlling for more than forty demographic categories, social brands paid about 1.22 dollars more per thousand households, around 20 per cent. Chwe calls the result more suggestive than definitive.
Written from the full text read 2026-10-18.
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Department of Economics, University of Chicago, January 1998. net/michael/h.pdf. Working paper, not peer reviewed.