Determinanten der Nachfrage nach Fussballhighlights im Free-TV. Eine empirische Analyse am Beispiel der Sendung "ran"
This paper analyses the short- to medium-term determinants of demand for professional team sports. Focusing on the economically important demand for TV broadcasts in this area, Dietl/Franck/Roy enter territory that is mostly unexplored by sports economists so far. Several potential determinants of highlight shows’ viewing figures are derived and discussed in detail. In a next step, their actual significance is tested using an econometric model. Results indicate a particular importance of the time of broadcasting as well as of the attractiveness of other leisure activities and of some basic entertainment aspects that may or may not be inherent to the sports events reported. Among others and contrary to common belief, uncertainty of outcome does not prove significant in explaining variations in the number of viewers. The articles closes with brief discussions of some implications for the exploitation of sports on TV and of possible extensions of the kind of research conducted here.
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