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


  • Randi Hammervold
  • Harry Arne Solberg


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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    Cited by:

    1. Humphreys, Brad R. & Soebbing, Brian, 2012. "Sports betting, sports bettors and sports gambling policy," Edition HWWI: Chapters,in: Sport und Sportgroßveranstaltungen in Europa - zwischen Zentralstaat und Regionen, pages 15-37 Hamburg Institute of International Economics (HWWI).

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