TV Sports Programs—Who is Willing to Pay to Watch?

Abstract

This article investigates the factors that influence the willingness of TV viewers to pay for watching sports programs. An empirical survey of Norwegian TV viewers revealed that individual winter sports, such as biathlon and cross-country skiing, headed the popularity list, with soccer coming third. However, it also showed that soccer fans were significantly more motivated to pay than were fans of other sports. These results provide some explanations to soccer's revenue dominance in European sports rights markets.

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