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The impact of rebranding on fox comedy
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| 2.71 MB | Adobe PDF | |||
| 975.54 KB | Adobe PDF |
Orientador(es)
Resumo(s)
In the context of the Portuguese television market, this thesis aims to quantify the
effects of rebranding on Fox Comedy. We find that, on average, rebranding results in a 0,05%
increase in the share of audience, indirectly influencing the share of investment in advertising,
by producing effects in different variables of the TV channel. Moreover, we provide a
forecasting model for the share of investment in advertising, where we tackle the jump in the
time series data carried out by the rebranding process. The predictions are of a 3 p.p. increase
within the next 12 months.
Descrição
Palavras-chave
Rebranding B2B advertising sales Share of investment Share of audience