NCAA football television viewership: Product quality and consumer preference relative to market expectations

Brown, Katie; Salaga, Steven

doi:10.1016/j.smr.2017.08.008

Cited by 14 publications

(10 citation statements)

References 38 publications

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“…These ads received favorable ratings (e.g. (Brown and Salaga, 2018;Watanabe et al, 2016). Future research could expand the research scope to the effectiveness of advertising during those events to enhance the robustness of the findings in the current study.…”

Section: Managerial Implicationsmentioning

confidence: 80%

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Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020

Watanabe

2022

IJSMS

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PurposeThis study aims to examine the cross-media effect of Super Bowl ads on online search behavior. Furthermore, the authors explored the role of ad likability in the effect.Design/methodology/approachThis study used a quasi-experiment method to test the hypotheses. The subjects of investigation are the brands advertised during the past ten years of Super Bowl from 2011 to 2020 (n = 389). Search volume index data were collected through Google Trends. The authors used Ad Meter ratings to measure ad likability.FindingsThe findings indicate that Super Bowl advertisements stimulate consumers' likelihood to seek information about the advertised brands via search engines. The search volumes for brands hit a peak right after the Super Bowl advertising exposure. Additionally, ad likability influenced the increase in search volume. Consumers tend to search a brand online if they liked its Super Bowl ad.Originality/valueThe study contributes to the literature on Super Bowl advertising effectiveness by examining the impact of Super Bowl advertising on online search behavior and the role of ad likability in the relationship. Marketers will be able to utilize the increase in search volumes after the Super Bowl advertising exposure to further enhance brand engagement.

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Section: Managerial Implicationsmentioning

confidence: 80%

“…There are other popular sports events such as the College Football National Championship game or the Major League Baseball World Series. These spectator sports events also arouse emotional and behavioral responses from a wide viewership (Brown and Salaga, 2018; Watanabe et al. , 2016).…”

Section: Discussionmentioning

confidence: 99%

Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020

Watanabe

2022

IJSMS

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“…Alavy et al. , 2010; Brown and Salaga, 2018). In the present study, outcome uncertainty is measured through the game's final point spread obtained from sportsbookreviewsonline.com.…”

Section: Methodsmentioning

confidence: 99%

“…Buraimo and Simmons, 2008;Coates et al, 2014;Cox, 2018) and derived demand/behavior (e.g. Alavy et al, 2010;Brown and Salaga, 2018). In the present study, outcome uncertainty is measured through the game's final point spread obtained from sportsbookreviewsonline.com.…”

Section: Independent Variablesmentioning

confidence: 99%

Determinants of ticket prices in the secondary ticket market and the effects of COVID-19: empirical evidence from NBA ticket price data analytics

Hyun¹,

Soebbing

2023

SBM

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PurposeScholars note there are limited studies analyzing ticket price determinants. Using the common seat approach, the authors sought to advance this line of research by analyzing determinants of National Basketball Association (NBA) ticket prices in the secondary ticket market. The authors’ research seeks to ask two questions. The first is how ticket prices in the secondary market are associated with common determinants of consumer demand. The second question is what impact the COVID-19 pandemic has on ticket prices in the secondary market.Design/methodology/approachTicket prices of NBA regular season games in the 2021–2022 season were collected a week before the game day from Ticketmaster.com. A regression model was estimated with a group of independent variables: income, population, consumer preference, quality of viewing, quality of contest and pandemic (the number of COVID-19 cases).FindingsResults indicate income, population, consumer preferences (e.g. team quality and star players) and quality of viewing (e.g. arena age and weekend) impact prices. Further, the number of COVID-19 cases did reduce the ticket price.Originality/valueThe present study illuminates the theoretical significance of analyzing ticket prices as a proxy of demand in professional sport, while providing practical implications regarding the potential opportunity to increase revenue.

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“…In fact, from a 2007-2019 study of professional sports in North America, football and ice hockey reported the greatest proportion of concussion incidences (Bullock et al, 2021). Expectations for Danger in American football football in terms of high absolute quality of play, and in terms of high-performance values that require sacrifice for the sport, may contribute to widespread acceptance of football norms of play (Brown and Salaga, 2018;Roberts et al, 2020). In other words, there is a social endorsement for the nature of play in football.…”

Section: Introductionmentioning

confidence: 99%

Sport consumers: perceiving and enjoying danger in American football

Cornwell

Pappu

Setten

2023

IJSMS

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PurposeThe purpose of this paper is to better understand how consumers perceive and process danger in American football and why they continue to enjoy watching the sport given society’s increased understanding of the danger to the athletes.Design/methodology/approachTwo studies, one lab study with eye-tracking (N = 152) and one survey study (N = 444), were conducted. Study 1 examines how the perception of danger associated with football mediates the relationship between exposure to violent or nonviolent video clips and enjoyment of watching video clips. Study 2 examines how device type and screen resolution influence perceptions of danger associated with football.FindingsFindings support the role that perceived danger plays in sport viewing enjoyment. The results are in keeping with reversal theory where individuals have a protective frame that allows them to experience negative emotions (e.g. anxiety) as positive (e.g. excitement). The research also shows that for larger devices, the perception of danger associated with football is significantly influenced by high resolution.Social implicationsThe work, through considering the way consumers experience sport, questions societal tolerance for entertainment that is dangerous to sport participants.Originality/valueThe findings of this work corroborate past research that has found that consumers of sport do enjoy danger for athletes in their viewing experience. Reversal theory is utilized to explain how negative emotions are experienced as positive. The work extends past findings by showing that the characteristics of the device used (large size and high resolution) during sport viewing influence perceptions of danger.

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NCAA football television viewership: Product quality and consumer preference relative to market expectations

Cited by 14 publications

References 38 publications

Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020

Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020

Determinants of ticket prices in the secondary ticket market and the effects of COVID-19: empirical evidence from NBA ticket price data analytics

Sport consumers: perceiving and enjoying danger in American football

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