Leveraging Large-Scale Granular Single-Source Data for TV Advertising: An Identification Strategy

This paper introduces a new instrumental variable to estimate the causal effects of linear TV advertising, using granular household-level viewing and purchase panel data.

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Publication Details

Journal
Marketing Science
Published
2026-03-11
DOI
https://doi.org/10.1287/mksc.2023.0582
Primary Topic
Consumer Market Behavior and Pricing
Type
article
Field-Weighted Citation Impact
0.00
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article

Leveraging Large-Scale Granular Single-Source Data for TV Advertising: An Identification Strategy

Shijie Lu, Rex Yuxing Du, Tsung-Yiou Hsieh
Marketing Science
Consumer Market Behavior and Pricing
article

Leveraging Large-Scale Granular Single-Source Data for TV Advertising: An Identification Strategy

Shijie Lu, Rex Yuxing Du, Tsung-Yiou Hsieh
article en

Abstract

This paper introduces a new instrumental variable to estimate the causal effects of linear TV advertising, using granular household-level viewing and purchase panel data.

Marketing Science
University of Notre Dame (US), Oklahoma State University (US), The University of Texas at Austin (US)
Openalex Percentile: Top 27%
Consumer Market Behavior and Pricing
DOISourceOpenAlex
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