Analysis of the sports broadcasting market in the television broadcasting industry

ABSTRACT

Research questions

This paper (a) analyses the audience of sports broadcasting from a programme repertoire perspective and (b) clarifies the market structure of sports broadcasting in the television industry by estimating a demand model.

Research methods

We first use item- and user-based modelling to investigate the TV programme repertoires of audiences and conducts cluster analysis to identify sports viewers. Then, we apply econometric choice models to clarify the competition structure of sports broadcasting content on the television market.

Results and findings

Based on repertoire clustering, the first part of this study identifies different types of sports fans: fanatic viewers, common viewers, entrainment seekers, and information seekers. The second part shows that sports content is mainly selected by fanatic fans, but has a limited influence on other audiences compared to comedy or drama programmes.

Implications

The results can help advertisers or sports marketers gain a better understanding of the sports content market and audiences to develop more appropriate marketing strategies.

KEYWORDS:

• Sports broadcasting content
• competition structure
• big data analysis
• audience behaviour
• repertoire analysis
• choice model

Disclosure statement

No potential conflict of interest was reported by the author(s).