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Steven Salaga, Scott Tainsky, and Michael Mondello

consumption is important both at the league and franchise level. Related Literature The empirical literature on consumer demand in sport is robust as noted by the review by Borland and Macdonald ( 2003 ). In recent years, researchers have increasingly turned to television viewership data to estimate demand

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Scott Tainsky and Mateusz Jasielec

This study uses consumer-theory modeling in exploring the broadcasts of games not featuring a local team. Our general linear mixed model controls for the variation in consumption attributable to traditionally employed determinants of demand and highlights factors related to home team loyalty. The study concludes that while traditional shifters are likewise useful in estimating demand for out-of-market games, fan allegiance to their local team plays a central role in the viewership of all games, even those in which the local team is not explicitly involved. The observation of compositional inheritance effects underscores the significance of local identification in league-wide interest, a phenomenon of growing importance with the ever-increasing availability of out-of-market games.

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Brendan Dwyer

The business of fantasy football is a multibillion dollar-per-year industry. However, academic inquiry into the distinct attitudes and intentions of fantasy football participants is underdeveloped. Therefore, following Fazio, Powell, and Herr’s proposed attitude–behavior framework, this study examined the relationship between sport fans’ attitudes, fantasy football involvement level, and intentions to watch the televised broadcast of National Football League (NFL) games. The results suggest that fantasy football is a noteworthy connection point for NFL fans. Specifically, fantasy participation appears to duplicate the positive and negative attitudes of traditional team fandom, and this replication ultimately increases television viewership throughout the league. Thus, instead of competing with traditional team-focused professional-football viewership, fantasy football appears to be a complementary or value-adding activity. Discussed are theoretical outcomes, as well as the practical implications for sport marketers and media providers looking to capitalize on this highly popular and lucrative online activity.

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Hojun Sung, Brian M. Mills, and Michael Mondello

). It has been reported that games broadcast under this contract had a total of 13.2 million viewers for the 2012 regular season, about three times the level of the previous contract with Fox Soccer ( Tannenwald, 2012 ). Nevertheless, only a single study has addressed MLS television viewership, and only

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Kihan Kim, Hojun Sung, Yeayoung Noh, and Kimoon Lee

( Hoehn & Lancefield, 2003 ). This study aims to fill the gap in the literature by investigating broadcasters’ choices of matches for televising and their relation to actual television viewership. First, we examined the determinants of television viewership and its relation to broadcasters’ choices of

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Khalid Ballouli

’s tenure, Major League Baseball was thriving. The league was experiencing record attendance, and television viewership of regular season and playoff games was at an all-time high. In fact, in the year before Selig became the league’s new commissioner, each game of the World Series was viewed by more than

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Nicholas M. Watanabe, Hanhan Xue, Joshua I. Newman, and Grace Yan

reason for this is due to the nature of digital streaming sites through which esports is broadcasted to the general public. That is, platforms such as Twitch incorporate aspects of both television viewership and social media platforms in their attempts to capture consumer attention, and thus research on

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Brendan Dwyer, Joshua M. Lupinek, and Rebecca M. Achen

communication with potential customers ( Schmitt, 2015 ). Sport fan motives have been explored empirically for decades, primarily not only within the context of event attendance, but also including television viewership, social media use, and fantasy sport participation (cf., Dwyer & Kim, 2011 ; Hambrick

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Michael Mondello, Brian M. Mills, and Scott Tainsky

markets. We note that our inquiry is limited to within-league fan considerations and that a natural and important extension to this work could identify spillover or substitution effects in television viewership for teams that share markets but compete in different leagues (sports). Extending this work to

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Nicholas M. Watanabe, Grace Yan, Brian P. Soebbing, and Ann Pegoraro

consumer preferences. Studies have approached this research from three major perspectives: the trading card market, television viewership, and fan voting for all-star teams ( Depken & Ford, 2006 ). To begin with, using collectible sport cards provides feasibility to distinguish the popularity of an