Television Broadcast Demand in Markets Without Local Teams

This article uses television ratings from the 2006 and 2007 National Football League (NFL) seasons to estimate viewer demand in large markets without local teams. The factors that are found to be statistically significant and positively related determinants of television ratings are: team quality and age; the closest team in proximity to the market; late-season contests; and having teams such as the Cowboys and Patriots as participants. Concurrent game telecasts and contests involving unevenly matched teams are negatively related to viewership.