27.07.2023

How emotions drive viewer demand in sports entertainment

A new study from the Institute of Sports Science delves into the realm of consumer behavior in sports entertainment and delivers first evidence on the salience of reference point-dependent emotions on the television viewership of UEFA Champions League games.

The study jointly conducted by Travis Richardson, Georgios Nalbantis, and Tim Pawlowski, builds on the theoretical framework of reference point-dependent emotions by Ely et al. (2015, Journal of Political Economy) and provides first evidence on how such emotions are driving entertainment utility and consequently the demand for sports across markets.

For doing so, the researchers exploit high frequency data provided by UEFA which comprise minute-by-minute television audience figures for all UEFA Champions League matches broadcasted in the UK and Spain during a full cycle of broadcasting rights (2014/15 to 2017/18)

Overall, the study finds that forward-looking suspense and backward-looking surprise are the main drivers of demand in both markets while shock only has marginal effects in the Spanish market.

Interestingly, the research shows a combined impact of suspense and surprise in the UK market that is of similar magnitude as reported in a previous study for English Premier League matches in the UK. In the Spanish market, however, the combined impact is considerably larger.

The implications of this research, now published in the Journal of Sports Economics, are relevant for broadcasters, sponsors, leagues, and clubs.

Richardson, T., Nalbantis, G., & Pawlowski, T. (2023). Emotional Cues and the Demand for Televised Sports: Evidence from the UEFA Champions League. Journal of Sports Economics. https://doi.org/10.1177/15270025231187067