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Watching tv during a pandemic: Covid-19´s asymmetric demand shocks
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Resumo(s)
This paper studies the demand shocks on television consumption caused by Covid-19, the consequent lockdown, and the introduction of television broadcasted classes in Portugal (#EstudoEmCasa). We use a comprehensive dataset provided by GfK, the official company responsible for the measurement of television audiences in Portugal, with daily information on 3244 Portuguese individuals, from January 2018 until July 2020. We employ a difference-in-differences framework to measure the causal impact of the lockdown on television demand. We find a massive positive shock on television demand, a general increase of 33%,generated by lockdown and a substitution shock created by #EstudoEmCasa, which caused a demand redistribution within individuals from the same household and between channels. We show differences by social-economic status and by gender.
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Television Covid-19 #Estudoemcasa Portugal