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This paper (a) analyses the audience of sports broadcasting from a programme repertoire perspective and (b) clarifies the market structure of sports broadcasting in the television industry by estimating a demand model. We first use item- and user-based modelling to investigate the TV programme repertoires of audiences and conducts cluster analysis to identify sports viewers. Then, we apply econometric choice models to clarify the competition structure of sports broadcasting content on the television market. Based on repertoire clustering, the first part of this study identifies different types of sports fans: fanatic viewers, common viewers, entrainment seekers, and information seekers. The second part shows that sports content is mainly selected by fanatic fans, but has a limited influence on other audiences compared to comedy or drama programmes. The results can help advertisers or sports marketers gain a better understanding of the sports content market and audiences to develop more appropriate marketing strategies.

Analysis of the sports broadcasting market in the television broadcasting industry