Formula 1 Grands Prix demand across different distribution channels.

Abstract

Rationale: Over the last two decades, sports economists and management scholars alike have increasingly begun modeling the tv demand for professional sports, most notably association football. However, there as yet exists no empirical study on whether the observed mechanisms are robust across different distribution channels. Design/methodology/approach: In this study, we add to this still-emerging literature stream by analyzing the robustness of otherwise well-explored determinants of tv demand across different distribution channels (free-to-air and pay-tv), also distinguishing between male and female tv audiences. Findings/research contribution: Interestingly, exploring the German tv demand for F1 racing at two different tv channels holding non-exclusive media rights between 2011 and 2017, we note that the effects of most (e.g. the starting time, weather), though not all, determinants are robust across the two different channels and the two audience groups. Practical implications: Our results thus suggest that media right holders interested in maximizing television audience demand for a sport broadcast are well-advised to add nuance to their communication efforts.