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TV Sports Programs—Who is Willing to Pay to Watch?

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  • Randi Hammervold
  • Harry Arne Solberg

Abstract

This article investigates the factors that influence the willingness of TV viewers to pay for watching sports programs. An empirical survey of Norwegian TV viewers revealed that individual winter sports, such as biathlon and cross-country skiing, headed the popularity list, with soccer coming third. However, it also showed that soccer fans were significantly more motivated to pay than were fans of other sports. These results provide some explanations to soccer's revenue dominance in European sports rights markets.

Suggested Citation

  • Randi Hammervold & Harry Arne Solberg, 2006. "TV Sports Programs—Who is Willing to Pay to Watch?," Journal of Media Economics, Taylor & Francis Journals, vol. 19(3), pages 147-162.
    • Handle: RePEc:taf:jmedec:v:19:y:2006:i:3:p:147-162
    DOI: 10.1207/s15327736me1903_1
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    Citations

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    Cited by:

    1. Harry Arne Solberg, 2008. "Public Service Broadcasters Will Survive Without Expensive Sports Programs: A Response to Tjernstrom and Tjernstrom," Journal of Media Economics, Taylor & Francis Journals, vol. 21(4), pages 264-269.
    2. Pablo Castellanos & Jaume García & José Manuel Sánchez, 2011. "The Willingness to Pay to Keep a Football Club in a City: How Important are the Methodological Issues?," Journal of Sports Economics, , vol. 12(4), pages 464-486, August.
    3. Humphreys, Brad R. & Soebbing, Brian, 2012. "Sports betting, sports bettors and sports gambling policy," Edition HWWI: Chapters, in: Büch, Martin-Peter & Maennig, Wolfgang & Schulke, Hans-Jürgen (ed.), Sport und Sportgroßveranstaltungen in Europa - zwischen Zentralstaat und Regionen, volume 4, pages 15-37, Hamburg Institute of International Economics (HWWI).
    4. Humphreys, Brad R. & Perez, Levi, 2012. "Who Bets on Sports? Characteristics of Sports Bettors and the Consequences of Expanding Sports Betting Opportunities/¿Quién apuesta? Características de los apostantes deportivos y consecuencias de la ," Estudios de Economia Aplicada, Estudios de Economia Aplicada, vol. 30, pages 579-598, Agosto.
    5. Antoine Feuillet & Nicolas Scelles & Christophe Durand, 2017. "A winner’s curse in the bidding process for broadcasting rights in football? The cases of the French and UK markets," Post-Print hal-01935541, HAL.

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