In the context of the Portuguese television market, this thesis aims to quantify the
effects of rebranding on Fox Comedy. We find that, on average, rebranding results in a 0,05%
increase in the share of audience, indirectly influencing the share of investment in advertising,
by producing effects in different variables of the TV channel. Moreover, we provide a
forecasting model for the share of investment in advertising, where we tackle the jump in the
time series data carried out by the rebranding process. The predictions are of a 3 p.p. increase
within the next 12 months
