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Ex Ante and Ex Post Expectation of Outcome Uncertainty and Television Viewership of a Baseball Game

Author

Listed:
  • Young Hoon Lee

    () (Department of Economics, Sogang University, Seoul)

  • Jigyu Chung

    (Samsung Sports Administration Team)

  • Joonho Kang

    (Seoul National University)

Abstract

Attendance is determined by the ex ante expectation on the quality of a game, while television viewing is influenced by the actual progression of a game since switching television channel costs nil. This implies that the determinants of baseball demand on television may change as the games progress. This paper examines the dynamic relationship between the demand for baseball games on television and the uncertainty of game outcomes. In particular, it analyzes the inning-varying coefficients in the television rating regression equation. According to our empirical study, the expectation of a game outcome uncertainty and the game quality, which are formed before a game begins, significantly influence the television viewership in the first inning; however, their effects reduce gradually as the games progress. On the other hand, actual tightness of competition, offensive performance, and turnovers do not impact television viewership in the early part of a game, yet, theses factors become major determinants of the television demand in the later part of a game.

Suggested Citation

  • Young Hoon Lee & Jigyu Chung & Joonho Kang, 2012. "Ex Ante and Ex Post Expectation of Outcome Uncertainty and Television Viewership of a Baseball Game," Working Papers 1206, Research Institute for Market Economy, Sogang University.
  • Handle: RePEc:sgo:wpaper:1206
    as

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    File URL: ftp://163.239.156.99/wpaper/LYH_RIME_2012-6.pdf
    File Function: First version, 2012
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    References listed on IDEAS

    as
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