The Effects of Outcome Uncertainty, Scoring, and Pregame Expectations on Nielsen Ratings for Bowl Championship Series Games. (June 2015)

• Record Type: Journal Article
• Authors: Salaga, Steven; Tainsky, Scott
• Is Part Of: Journal of sports economics. Volume 16:Number 5(2015:Jun.)
• Page Start: 439
• Page End: 459
• Publication Date: 2015-06
• Subjects: Nielsen ratings -- television viewership -- uncertainty of outcome -- scoring effects; Sports -- Economic aspects -- Periodicals; Sports administration -- Periodicals; 338.47796
• DOI: 10.1177/1527002513497236
• Languages: English
• ISSNs: 1527-0025

Abstract

This study utilizes Nielsen ratings to estimate the factors that influence viewership for Bowl Championship Series telecasts. Our modeling demonstrates increased start-of-game ratings for contests of higher absolute quality, but not of anticipated higher relative quality. Little support is generated for the notion of consumer preference for scoring. However, the relationship between outcome uncertainty and television ratings is dynamic as consumers initially prefer more certain games, but ratings increase systematically throughout a contest when the outcome of that contest becomes more uncertain. Preferences also exist for games in which actual outcomes match pregame expectations.