New insights on the Louis-Schmeling paradox: determinants of demand for subscription and pay-per-view boxing

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dc.contributor.author Butler, David
dc.contributor.author Butler, Robert
dc.contributor.author Maxcy, Joel
dc.date.accessioned 2020-11-10T11:50:48Z
dc.date.available 2020-11-10T11:50:48Z
dc.date.issued 2020-10-06
dc.identifier.citation Butler, D., Butler, R. and Maxcy, J. (2020) 'New insights on the Louis-Schmeling paradox: determinants of demand for subscription and pay-per-view boxing', European Sport Management Quarterly. doi: 10.1080/16184742.2020.1820063 en
dc.identifier.issn 1618-4742
dc.identifier.uri http://hdl.handle.net/10468/10747
dc.identifier.doi 10.1080/16184742.2020.1820063 en
dc.description.abstract Research question Studies considering demand for professional boxing are almost completely absent from the Sport Management/Sports Economics literature. Little is known about consumer preferences for a sport which attracts global attention but is unique insofar as it is exempt from standard sporting institutions maintaining competitive balance. We use two new datasets to ask, what are the determinants of main event viewership (Nielsen ratings) and pay-per-views buys? In addressing this question we offer new insights on the uncertainty-of-outcome hypothesis and extend research on direct demand for individual sport. Research methods The datasets comprise of 210HBOandShowtimebroadcasts from 2006 to 2018. We estimate generalised linear models, controlling for economic determinants, bout features, boxer popularity and scheduling factors. Results and Findings For main events, we find conflicting evidence to the uncertainty-of-outcome hypothesis. Fans show a preference for rematches, domestic boxers and heavier divisions. NFL broadcasts and earlier scheduling negatively impact viewership. For pay-per-views, we find a positive price effect. Expectedly, Floyd Mayweather Jr increases buys. Both categories exhibit a negative trend with viewership and PPV buys declining over the sampling frame. Implications The results offer new evidence that is contrary to the uncertainty-of-outcome hypothesis for an individual sport. The findings point to differences in consumer preferences between two sources of demand for the same sport. Practically, these can inform the strategic decision-making of broadcasters, promoters, advertisers and potential new broadcasting entrants. en
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.publisher Taylor & Francis Group en
dc.rights © 2020, European Association for Sport Management. Published by Taylor & Francis Group. This is an Accepted Manuscript of an item published by Taylor & Francis in Health Systems on 6 October 2020, available online: https://doi.org/10.1080/16184742.2020.1820063 en
dc.subject Boxing en
dc.subject Broadcasting en
dc.subject Demand en
dc.subject Ratings en
dc.subject Pay-per-view en
dc.title New insights on the Louis-Schmeling paradox: determinants of demand for subscription and pay-per-view boxing en
dc.type Article (peer-reviewed) en
dc.internal.authorcontactother Robert Butler, Economics, University College Cork, Cork, Ireland. +353-21-490-3000 Email: r.butler@ucc.ie en
dc.internal.availability Full text available en
dc.check.info Access to this article is restricted until 18 months after publication by request of the publisher. en
dc.check.date 2022-04-06
dc.date.updated 2020-11-10T11:13:27Z
dc.description.version Accepted Version en
dc.internal.rssid 540698677
dc.internal.wokid WOS:000575241000001
dc.description.status Peer reviewed en
dc.identifier.journaltitle European Sport Management Quarterly en
dc.internal.copyrightchecked Yes
dc.internal.licenseacceptance Yes en
dc.internal.IRISemailaddress r.butler@ucc.ie en
dc.internal.bibliocheck In press. Check vol / issue / page range. Amend citation as necessary. en
dc.identifier.eissn 1746-031X


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