Predicting TV Audience of International Sporting Events in Korea: The Case of 2006 FIFA World Cup
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In this paper, we use the Korean viewership data for the 2006 FIFA World Cup games to establish a model to predict the TV ratings of big international sporting events. We focus on the ex ante determinants of viewership that can be taken into consideration by the time the TV commercial air time is sold. The results show that the TV ratings of each game can be predicted very accurately in a simple model employing several predetermined variables. The participation of the national team is the single most important factor, adding a whopping 47 percentage points to the viewership on average. The local time of the day for a live broadcast is the next most important factor.
Abstract
In this paper, we use the Korean viewership data for the 2006 FIFA World Cup games to establish a model to predict the TV ratings of big international sporting events. We focus on the ex ante determinants of viewership that can be taken into consideration by the time the TV commercial air time is sold. The results show that the TV ratings of each game can be predicted very accurately in a simple model employing several predetermined variables. The participation of the national team is the single most important factor, adding a whopping 47 percentage points to the viewership on average. The local time of the day for a live broadcast is the next most important factor.
참고문헌 (5)
- Borland, J., "Demand for Sports", Oxford Review of Economic Policy, 19(4), pp.478~502 (2003)
- Carney, S., "Determinants of NFL Viewership: Evidence of Nielsen Ratings", BA degree thesis in Colorado College, ~ (2003)
- Garcia, J., "The Determinants of TV Audience for Spanish Football: A First Approach in Sports Economics after 50 Years: Essays in Honor of Simon Rottenberg" (2006), Ediciones de la Universidad de Oviedo
- 2006 FIFA World Cup Broadcast Advertisement Whitepaper, "Korea Broadcast Advertising Corporation", ~ (2006)
- Television Audience for Professional Cycling in Spain, "Rodriguez, C.", Dept. of Economics, Universidad de Oviedo, ~, pp.Discussion Paper EDP2 (2011), 2011