Sporting event attendance is determined by ex ante expectations about the quality of the game, but because changing television channels costs nothing, sporting event viewership is influenced by actual game progression. This implies that demand determinants for televised baseball may change as games progress. This study examined the dynamic relationship between demand for televised baseball games and the uncertainty of outcome hypothesis (UOH). In particular, we analyzed inning-varying coefficients in a television rating regression equation. According to our empirical study, there are large dynamics in TV viewership demand for sports events and the marginal effects of factors on viewership changes significantly as innings progress. The estimation results can be summarized as (1) the UOH was shown to be significant not only statistically but also economically; (2) although ex ante variables were more effective in earlier innings and ex post variables were more effective in later innings, we found that ex ante expectations of outcome uncertainty remain significantly influential in later innings; and (3) after the matchup, the ex ante game quality is the second most significant factor among the examined effects on ratings.
This study analyzed the status of Korean professional baseball as TV contents utilizing ratings. For the purpose of the study, Korea professional baseball's relative status to other genres though ratings is investigated. For this study, ratings per minute for the whole cable TV channel viewer ratings in 2010 were analyzed, and the following is the result of comparing and analyzing ratings per genre and channel of cable TV. Among 11 genres, drama showed the highest rating, and entertainment, movies, kids, news/reports, sports, music, etc followed. Drama and entertaining channels showed the highest ratings and sports did not show any high ranking.However, when analyzing times for broadcasting Korean professional baseball separately, Korean professional baseball in both genre and channel showed the highest r ratings and it was significant statistically. Thus, it is considered that Korean professional baseball is the most valuable contents for the related cable TV times.
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