Do TV Viewers Value Uncertainty of Outcome? Evidence from the Australian Football League

13 Pages Posted: 9 Dec 2015

See all articles by Trung Minh Dang

Trung Minh Dang

Monash University - Department of Economics

Ross Booth

Monash University - Department of Economics

Robert D. Brooks

Monash University; Financial Research Network (FIRN)

Adi Schnytzer

Bar-Ilan University - Department of Economics

Date Written: December 2015

Abstract

Despite many studies investigating the relationship between match uncertainty and the demand for sport (in particular, attendance), the evidence is mixed. Even fewer studies have focused on TV audiences as an important segment of the consumer market. This paper bridges this gap by testing the uncertainty‐of‐outcome hypothesis on television viewing of Australian Football League games. After controlling for plausible influences on TV ratings of match broadcasts, it is shown that greater television audience demand is strongly associated with higher match uncertainty at all conventional levels of statistical significance.

Suggested Citation

Dang, Trung Minh and Booth, David Ross and Brooks, Robert Darren and Schnytzer, Adi, Do TV Viewers Value Uncertainty of Outcome? Evidence from the Australian Football League (December 2015). Economic Record, Vol. 91, Issue 295, pp. 523-535, 2015, Available at SSRN: https://ssrn.com/abstract=2700435 or http://dx.doi.org/10.1111/1475-4932.12206

Trung Minh Dang (Contact Author)

Monash University - Department of Economics

Wellington Road
Clayton, Victoria 3
Australia

David Ross Booth

Monash University - Department of Economics ( email )

Wellington Road
Clayton, Victoria 3
Australia
+61 3 9905 2434 (Phone)
+61 3 9905 5476 (Fax)

Robert Darren Brooks

Monash University ( email )

Wellington Road
Clayton, Victoria 3168
Australia

Financial Research Network (FIRN)

C/- University of Queensland Business School
St Lucia, 4071 Brisbane
Queensland
Australia

Adi Schnytzer

Bar-Ilan University - Department of Economics ( email )

Ramat-Gan, 52900
Israel

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