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Taking a Knee: The Impact of Protest on NFL Viewership

Author

Listed:
  • Jacob Miller

    (Colorado College)

  • Ella T. Tulchinsky

    (Colorado College)

  • Adam Jolly

    (Colorado College)

Abstract

The ongoing national anthem protests in the National Football League (NFL) spawned controversy since they began in the 2016-17 season. Coupled with an evolving broadcast market, this poses challenges for the NFL. Using data from 329 NFL games played between the 2014-15 and 2017-18 seasons, this study models demand for televised NFL games. Expanding on the current literature, this study examines the impact of “taking a knee†(i.e., kneeling in protest during the national anthem) on televised viewership. Results from ordinary least-squares (OLS) analyses reveal that the protest variable has a significant and negative impact on viewership per game. Streaming games through Amazon, Verizon, and Twitter did not have a significant impact on televised viewership, while the growing number of Roku users negatively affects televised viewership. Implications for NFL revenues are discussed.

Suggested Citation

  • Jacob Miller & Ella T. Tulchinsky & Adam Jolly, 2019. "Taking a Knee: The Impact of Protest on NFL Viewership," Journal of Economic Insight, Missouri Valley Economic Association, vol. 45(2), pages 19-35.
    • Handle: RePEc:mve:journl:v:45:y:2019:i:2:p:19-35
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    More about this item

    JEL classification:

    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification
    • Z21 - Other Special Topics - - Sports Economics - - - Industry Studies

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