Commercial Programming at a Single-Sport Cable Channel: Strategies and Practices at Golf Channel

in International Journal of Sport Communication
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The emergence of single-sport cable channels represents a refinement of the allsports cable-channel concept and a new trend in the televised-sport marketplace. This study analyzed the contents of 24 continuous hours of programming on Golf Channel and tabulated the number and types of advertisements to better understand commercial programming strategies and practices. Commercial programming elements such as spot commercials, spot promotions, sponsored graphics, pop-up promotions, mentions, infomercials, and public service announcements were identified. In addition, commercial programming during live tournament coverage was compared with golf telecasts at 2 broadcast networks and an all-sports cable channel. The study measured 3 indicators of the amount of advertising presented in the telecasts: the number of commercial minutes per hour, the number of advertisements per hour, and the average duration of spot commercials. Results of the study were interpreted in terms of advertising clutter.

The author is with the Sports Management Concentration, Menlo College, Atherton, CA.

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