ABSTRACT

This chapter analyzes how the profile of the teams and quality of the matches influence the rating figures during the broadcasting of live soccer matches. It presents regression analysis where the dependent variable is the rating figures during soccer matches as well as during the commercials related to these matches. The chapter also presents some characteristics of broadcasting in general, and clarifies some theoretical principles regarding the construction of a menu of programs. It utilizes a multiple regression model to estimate how specific variables influence the rating figures during the commercials and the matches. The income of advertising channels correlates with the rating figures and is generally tied to the total number of viewers. The regression analyses will provide more precise information of how the profile and quality dimensions influence the rating figures both during the matches and the commercials.