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The Impact of Fantasy Sports on Television Viewership


  • Todd Nesbit
  • Kerry King


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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    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. 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.
    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.

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