Evaluating Broadcast Strategy: the Case of Australian Football

Publisher:
Human Kinetics, Inc
Publication Type:
Journal Article
Citation:
International Journal of Sport Communication, 2015, 8 pp. 431 - 451
Issue Date:
2015
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The central aim this paper is to evaluate the broadcast strategies of Australia's two leading commercial sports, the Australian Football League (AFL) and the National Rugby League (NRL), through a quantitative analysis of television ratings during the period 2007 to 2011. Specifically, the research is focused on assessing the degree of exclusivity and geographic reach embedded within each of the sports broadcast agreements. In doing so, the research considers the impact of strategy in providing value to the broadcasters and teams as well as utility to fans of each league within the framework of Noll’s broadcasting principles.
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