Fan Preferences : One Country, Two Markets and Different Behaviours

Research question: Previous papers analysing broadcast demand for sports have provided general findings for the countries studied. However, each region in the same country could have different determinants. The present study aims to analyse the demand for broadcast football, emphasising the effect of the uncertainty of outcomes in Brazil's two biggest markets: Rio de Janeiro and São Paulo.Research methods: The dataset comprises an unbalanced panel with club fixed effects, including all 228 broadcast matches from the Brazilian League across the seasons 2013 to 2015 – 115 from the state of Rio de Janeiro and 113 from the state of São Paulo. Three linear regressions are carried out in order to determine the importance of the uncertainty of outcome, as well as the existence of win preference or loss aversion behaviours.Results and findings: The results highlight similarities between the markets, such as higher audiences on weekdays and the strong importance of derby matches in attracting viewers. However, the findings reveal that Rio de Janeiro fans exhibit loss aversion and São Paulo supporters prefer more certain matches.Implications: Consumer preferences may differ across a country. Hence, by understanding the diversity in fan behaviour, TV channels might more effectively adjust the matches they broadcast, increasing fan interest in these games, as well as enhancing the channels' and the clubs' revenues