UNCERTAINTY OF OUTCOME AND TELEVISION RATINGS FOR THE NHL AND MLS

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Published: Apr 30, 2013
DOI: https://doi.org/10.5750/jpm.v7i1.587
Keywords:
uncertaity of outcome tv ratings Nielsen ratings NHL MLS

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Rodney Paul
Syracuse University
Andrew Weinbach
Coastal Carolina University

Abstract

Although there is mixed evidence of the role of uncertainty of outcome as it relates to attendance at stadiums, the limited evidence available for television ratings has shown that fans tend to prefer more uncertainty of outcome when it comes to watching live sports on television.  Given the often substantially higher customer investments associated with live event attendance compared to television, fan preferences may differ across the two.  This study examines Nielsen ratings for two previously unstudied sports in North America, the National Hockey League (NHL) and Major League Soccer (MLS).  The uncertainty of outcome hypothesis is supported by the results in both samples using two separate measures of uncertainty of outcome.  In addition, expected scoring is shown to positively impact television ratings in the NHL.

Article Details

Issue
Vol. 7 No. 1 (2013)
Section
Articles
Author Biography

Rodney Paul, Syracuse University

Professor - Department of Sport Management - Syracuse UniversityPhD - Applied Economics - Clemson University 2000

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