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Determinants of football TV audience: The straight and ancillary effects of the presence of the local team on the FIFA world cup

ISI: Determinants of football TV audience: The straight and ancillary effects of the presence of the local team on the FIFA world cup

RODRIGO URIBE B., CRISTIAN BUZETA R., ENRIQUE MANZUR M., M.ISABEL ALVAREZ.

2020 - Forthcoming - Journal of Business Research - https://doi.org/10.1016/j.jbusres.2019.10.064

Abstract

In the setting of four FIFA World Cups, this article examines the effect of the national team participation and other variables as predictors of football matches audience size. It compares not only the audience of those matches with/without the presence of the national team during the same tournament (as prior research), but also the audience of matches from tournaments with/without the participation of the national team. Results show that when the national team qualifies and participate in the tournament, the home team effect represents the most relevant predictor of audience size, followed by match quality and scheduling variables. When the national team fails to qualify to the tournament, different predictors of audience behavior are detected. Moreover, the comparison between these scenarios reveals an ancillary home team effect for the whole tournament in which the local team is taking part and a straight effect when it is present on the screen

Keywords

Football soccer, World cup, Television audiences, Ratings, Sports marketing.

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