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中文摘要：
将消费者区分为广告厌恶型和广告无差异型，比较了电视媒体平台竞争均衡广告量、节目量与社会福利最大化广告量、节目量之间的关系。研究发现，广告厌恶型消费者的增加将提高电视媒体平台广告费，而广告厌恶型消费者对电视媒体平台利润的影响则取决于广告商市场是否被完全覆盖。电视媒体平台竞争的均衡节目量与广告量是否高于社会福利最优的节目量和广告量，这取决于广告厌恶型消费者的比例。
英文摘要：
Separating the consumers into two groups： ad-hater and ad-neutral, the paper compares the equilibrium levels of advertising and content in the television media platform competition to the socially optimal levels. The results show an increase in the proportion of ad-hater will increase advertising prices paid by advertising firms. The results also show the effects of the ad-hater on the television platform＇s profits depend on whether the advertising firms market is fully served or not. In the end, whether the equilibrium levels of advertising and content in the television media platform competition exceed the socially optimal levels or not depends on the proportion of ad-neutral.
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