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The Impact of Fantasy Sports on Television Viewership

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  • Todd Nesbit
  • Kerry King

Abstract

This article analyzes the impact of playing fantasy sports on the television viewership of the National Football League and of Major League Baseball. Using survey data from the ESPN Sports Poll, this study found evidence suggesting that fantasy sports participation leads to an increase in the number of games watched on television and, therefore, acts as a complement to televised sporting events. The greater demand for televised sports should arguably increase the value of advertising spots and, therefore, lead to a greater potential for cross-marketing across the 2 media of television and the Internet.

Suggested Citation

  • Todd Nesbit & Kerry King, 2010. "The Impact of Fantasy Sports on Television Viewership," Journal of Media Economics, Taylor & Francis Journals, vol. 23(1), pages 24-41.
    • Handle: RePEc:taf:jmedec:v:23:y:2010:i:1:p:24-41
    DOI: 10.1080/08997761003590721
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    References listed on IDEAS

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    1. Paul, Rodney J. & Weinbach, Andrew P., 2007. "The uncertainty of outcome and scoring effects on Nielsen ratings for Monday Night Football," Journal of Economics and Business, Elsevier, vol. 59(3), pages 199-211.
    2. Stephan Nuesch & Egon Franck, 2009. "The Role of Patriotism in Explaining the TV Audience of National Team Games—Evidence From Four International Tournaments," Journal of Media Economics, Taylor & Francis Journals, vol. 22(1), pages 6-19.
    3. Hausman, Jerry A & Leonard, Gregory K, 1997. "Superstars in the National Basketball Association: Economic Value and Policy," Journal of Labor Economics, University of Chicago Press, vol. 15(4), pages 586-624, October.
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    Cited by:

    1. Yuksel, Mujde & McDonald, Mark A. & Milne, George R. & Darmody, Aron, 2017. "The paradoxical relationship between fantasy football and NFL consumption: Conflict development and consumer coping mechanisms," Sport Management Review, Elsevier, vol. 20(2), pages 198-210.
    2. Alan D. Smith & Steve R. Clinton, 2016. "Exploring Factors that Lead to People Watching Professional Soccer on Television," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 14(4), pages 66-95, October.
    3. Goldsmith, Andrew L. & Walker, Matthew, 2015. "The NASCAR experience: Examining the influence of fantasy sport participation on ‘non-fans’," Sport Management Review, Elsevier, vol. 18(2), pages 231-243.
    4. Karg, Adam J. & McDonald, Heath, 2011. "Fantasy sport participation as a complement to traditional sport consumption," Sport Management Review, Elsevier, vol. 14(4), pages 327-346.
    5. Todd M. Nesbit & Kerry A. King-Adzima, 2012. "Major League Baseball Attendance and the Role of Fantasy Baseball," Journal of Sports Economics, , vol. 13(5), pages 494-514, October.
    6. Kotrba, Vojtěch, 2019. "Direct preferences of sports fans: Is there a superstar effect in the fantasy league?," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 78(C), pages 89-97.

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