Brito, DuarteVasconcelos, Helder2025-06-092025-06-092025-060165-1765PURE: 118066891PURE UUID: b2f43262-c5e7-4836-bd4b-60d88253aa84Scopus: 105005646318WOS: 001499284600001http://hdl.handle.net/10362/184063Funding Information: Centro de Economia e Finanças (CEF.UP) is financed by Portuguese public funds through FCT - Fundação para a Ciência e Tecnologia, I.P. Publisher Copyright: © 2025 The AuthorsWe examine the welfare effects of joint advertising by two competing media platforms that attract viewers through subscription pricing while also generating revenue by selling advertisers access to their subscriber base. Focusing on non-targeted advertising, we show that while joint advertising consistently reduces consumer welfare, its overall impact on total welfare remains uncertain. Crucially, this effect depends on the nuisance cost of advertising to consumers, with total welfare potentially increasing when this cost falls within an intermediate range.621321936491engJoint advertisingMediaProduct differentiationFinanceEconomics and Econometricsjournal article10.1016/j.econlet.2025.112383https://www.scopus.com/pages/publications/105005646318