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The Determinants Of The TV Demand Of Soccer: Empirical Evidence On Italian Serie A For The Period 2008-2015

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  • Caruso, Raul
  • Addesa, Francesco
  • Di Domizio, Marco

Abstract

This paper investigates the determinants of TV audience for Italian soccer. After a review of the literature concerning the key factors driving the demand for sport, we analyse SKY’s audience figures for 7 Serie A seasons (from 2008-09 to 2014-15). Applying different OLS specifications, we show that Italian viewers have a committed behaviour and outcome uncertainty does not have a significant impact on TV audience. In addition, when choosing whether to watch a match of teams other than their favourite team, Italian consumers appear to be particularly attracted by both the aggregate quantity of talent present and by matches involving teams at the top of the table. This suggests that, in the Italian context, an increase in the TV demand is mainly driven by an enhancement in the performance of top clubs and in the quality of the entertainment rather than in competitive balance.

Suggested Citation

  • Caruso, Raul & Addesa, Francesco & Di Domizio, Marco, 2016. "The Determinants Of The TV Demand Of Soccer: Empirical Evidence On Italian Serie A For The Period 2008-2015," MPRA Paper 70189, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:70189
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    More about this item

    Keywords

    Broadcasting; Soccer; TV Demand; Uncertainty of Outcome hypothesis; Talent; Serie A.;

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D7 - Microeconomics - - Analysis of Collective Decision-Making
    • L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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