How does advertising affect supply and demand in the entertainment industry? Different advertising and distribution mechanisms and unique product characteristics limit the transferability of findings from other industries to the entertainment industry. This meta-analysis focuses on 290 documented elasticities, drawn from 59 studies of movies and video games, and establishes new findings and empirical generalizations. First, the average advertising elasticity in the entertainment industry is .33 (method bias-corrected .20), approximately three times higher than the average identified for other industries. Second, average advertising elasticities are higher for demand (e.g., revenue) than for supply (e.g., screens). Third, elasticities of pre-launch advertising are higher than those of overall advertising budgets, but with respect to the success period, elasticities are higher for later periods, and in total, compared to the launch period. Fourth, elasticities tend to be rather recession-proof and consistent across geographic regions but decreased after the rise of social media platforms.

广告如何影响娱乐业的供需？不同的广告和分销机制以及独特的产品特性限制了其他行业的研究成果向娱乐行业的转移。该荟萃分析重点关注 290 项有记录的弹性，这些弹性来自 59 项电影和视频游戏研究，并建立了新的发现和实证概括。首先，娱乐行业的平均广告弹性为 0.33（方法偏差校正后为 0.20），比其他行业的平均值高出约三倍。其次，需求（例如收入）的平均广告弹性高于供应（例如屏幕）。第三，发布前广告的弹性高于整体广告预算，但就成功期而言，与启动期相比，后期和总体上的弹性更高。第四，弹性往往是相当抗衰退的，并且在地理区域之间是一致的，但在社交媒体平台兴起后有所下降。