Siena’s media trading report is entitled “eBay Versus an NYSE-like Market: The Effect of Changing the Media Buying and Selling Process on Market Participants.” This analysis shows that, due to the absence of informed market prices that could guide advertisers and television stations to the best trades, these parties “leave money on the table” when buying and selling national spot (TV) media.  In addition, the report covers:

• The amount of money that advertisers and television stations leave on the table under the current buying and selling process.
• The portion of that amount that advertisers and television stations could capture by adopting a NYSE-like market for the trading of national spot (TV) media.
• How a NYSE-like trading market could commoditize advertising time.
• Whether an eBay-like market would be an improvement over the current buying and selling process.
• Whether the current buying and selling process is biased in favor of television stations.

The 35-page report uses formal economic analysis to analyze the performance properties of different media trading approaches.  It includes numerous charts and figures and carefully guides the reader through the economics of media trading markets.  To purchase a copy, please complete and submit the Trading Analysis Study Order Form.