Journal Article Review for Business Marketing
Article Review 1
Publication: Sports Marketing Quarterly
Title: “Spectator Motives: Why Do We Watch When Our Favorite Team Is Not Playing?”
Authors: Fink, Janet S, Parker, Heidi M
Link: http://tiny.cc/Q2Yzy
Summary: This article studies the likeliness of sports fans to watch sporting events when their favorite team is not playing. According to the Nielson ratings system the NFL broadcast’s TV ratings are the highest rated program in the country. Therefore the advertising dollars involved have increased as the NFL has been able to attract viewers of teams not participating in the game. The research used Trail and James’s (2001) Motivation Scale for Sport Consumption (MSSC) to judge motives of spectators to watch when their team was not playing. The MSSC method concluded that participants in the study viewed drama, skill, and social as the key factors in deciding if they will watch a game/event when their favorite team is not participating.
Analysis: The article’s conclusions identify drama, skill, and social as the most important factors in attracting viewership of non-affiliated fans of the teams participating. This influences the relationship between sports leagues/teams, television networks, and advertisers. Looking at it from the perspective of a professional league/team, these 3 factors are important as they would like to create a fan base that’s independent of what team is playing and follows the league in general.
The NBA has accomplished this by marketing around the skill level of their players. Through external analysis of their customer base, they are able to identify their customer’s needs and wants. Over the last 30 years, the NBA has been able to market their superstars to attract network TV deals and advertisers. For example, in the 1980’s the NBA revolved around Magic Johnson and Larry Bird. In the late 80’s and through the 90’s, the league shifted to Michael Jordan as their center piece and enjoyed the most success they’ve
Publication: Sports Marketing Quarterly
Title: “Spectator Motives: Why Do We Watch When Our Favorite Team Is Not Playing?”
Authors: Fink, Janet S, Parker, Heidi M
Link: http://tiny.cc/Q2Yzy
Summary: This article studies the likeliness of sports fans to watch sporting events when their favorite team is not playing. According to the Nielson ratings system the NFL broadcast’s TV ratings are the highest rated program in the country. Therefore the advertising dollars involved have increased as the NFL has been able to attract viewers of teams not participating in the game. The research used Trail and James’s (2001) Motivation Scale for Sport Consumption (MSSC) to judge motives of spectators to watch when their team was not playing. The MSSC method concluded that participants in the study viewed drama, skill, and social as the key factors in deciding if they will watch a game/event when their favorite team is not participating.
Analysis: The article’s conclusions identify drama, skill, and social as the most important factors in attracting viewership of non-affiliated fans of the teams participating. This influences the relationship between sports leagues/teams, television networks, and advertisers. Looking at it from the perspective of a professional league/team, these 3 factors are important as they would like to create a fan base that’s independent of what team is playing and follows the league in general.
The NBA has accomplished this by marketing around the skill level of their players. Through external analysis of their customer base, they are able to identify their customer’s needs and wants. Over the last 30 years, the NBA has been able to market their superstars to attract network TV deals and advertisers. For example, in the 1980’s the NBA revolved around Magic Johnson and Larry Bird. In the late 80’s and through the 90’s, the league shifted to Michael Jordan as their center piece and enjoyed the most success they’ve