Utilizing Televised Sport to Benefit Prime-Time Lineups: Examining the Effectiveness of Sports Promotion

Authored by: Andrew C. Billings

Handbook of Sports and Media

Print publication date:  April  2006
Online publication date:  March  2009

Print ISBN: 9780805851885
eBook ISBN: 9780203873670
Adobe ISBN: 9781135257347

10.4324/9780203873670.ch15

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Abstract

Given the plummeting ratings of basic network television (Umstead, 2004), the elasticity of the sports broadcast market is particularly remarkable. While sports such as the NHL and NBA have experienced decreased ratings, a proportionally equal number, such as NASCAR and the NFL, have enjoyed ratings surges. Indeed, at a time in which cable ratings are now larger than the ratings of the seven broadcast networks (Reynolds, 2003), sports programming has provided some of the surest bets in the industry, with ratings for events such as the Super Bowl and Olympics often ranking among the top telecasts in history (Barron, 2004).

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