Quantifying the value of sport broadcast rights

Fujak, H; Frawley, S; Bush, S

Quantifying the value of sport broadcast rights

Fujak, H

Frawley, S

Bush, S

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Publication Type:: Journal Article
Citation:: Media International Australia, 2017, 164 (1), pp. 104 - 116
Issue Date:: 2017-08-01

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	Fujak & Frawley (2017) MIA Article .pdf	Accepted Manuscript Version	704.82 kB	Adobe PDF	View/Open
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Field	Value	Language
dc.contributor.author	Fujak, H https://orcid.org/0000-0002-6850-4294	en_US
dc.contributor.author	Frawley, S https://orcid.org/0000-0002-7552-3856	en_US
dc.contributor.author	Bush, S https://orcid.org/0000-0003-2819-5412	en_US
dc.date.issued	2017-08-01	en_US
dc.identifier.citation	Media International Australia, 2017, 164 (1), pp. 104 - 116	en_US
dc.identifier.issn	1329-878X	en_US
dc.identifier.uri	http://hdl.handle.net/10453/124384
dc.description.abstract	© 2017, © The Author(s) 2017. Although sport broadcasting has received a considerable amount of academic attention, how sport content is valued and monetised from a broadcaster perspective remains relatively underdeveloped. This article adopts multisided market theory to test the broadcast value of Australia’s two most valuable sport broadcasting properties, the Australian Football League and the National Rugby League. To do so, a content and ratings analysis was performed to quantify the interaction between content and viewership within broadcasts. The article concludes that innate game dynamics have a significant bearing on the value generated for broadcasters from sport content. Advertising aired during intermissions generated audiences 23% lesser than advertising within the match itself. Notably, the National Rugby League’s most valuable timeslot was a delayed telecast, which although potentially reducing the audience size, allowed for an increase in the concentration of advertising within the telecast.	en_US
dc.relation.ispartof	Media International Australia	en_US
dc.relation.isbasedon	10.1177/1329878X17698051	en_US
dc.title	Quantifying the value of sport broadcast rights	en_US
dc.type	Journal Article
utslib.citation.volume	1	en_US
utslib.citation.volume	164	en_US
utslib.for	200101 Communication Studies	en_US
utslib.for	16 Studies in Human Society	en_US
utslib.for	19 Studies in Creative Arts and Writing	en_US
utslib.for	20 Language, Communication and Culture	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Management Discipline
pubs.organisational-group	/University of Technology Sydney/Faculty of Science
pubs.organisational-group	/University of Technology Sydney/Faculty of Science/School of Mathematical and Physical Sciences
pubs.organisational-group	/University of Technology Sydney/Students
utslib.copyright.status	closed_access
pubs.issue	1	en_US
pubs.publication-status	Published	en_US
pubs.volume	164	en_US

Abstract:

© 2017, © The Author(s) 2017. Although sport broadcasting has received a considerable amount of academic attention, how sport content is valued and monetised from a broadcaster perspective remains relatively underdeveloped. This article adopts multisided market theory to test the broadcast value of Australia’s two most valuable sport broadcasting properties, the Australian Football League and the National Rugby League. To do so, a content and ratings analysis was performed to quantify the interaction between content and viewership within broadcasts. The article concludes that innate game dynamics have a significant bearing on the value generated for broadcasters from sport content. Advertising aired during intermissions generated audiences 23% lesser than advertising within the match itself. Notably, the National Rugby League’s most valuable timeslot was a delayed telecast, which although potentially reducing the audience size, allowed for an increase in the concentration of advertising within the telecast.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/124384