the impact of game outcomes on fantasy football participation and nfl media consumption
TRANSCRIPT
AGENDAIntroduction
Framework
Method
Results
Discussion
The impact of game
outcomes on fantasy
football participation
and NFL media
consumption
Brendan Dwyer
@brendandwyer
95%of fantasy participants are insane
Insane
Not Insane
LogicalP
redic
table
Average
Consumer
Average
Sport Fan
Fantasy Football
Participant
Loyal
Consumer
99%of fantasy participants are insane
Insane
Not Insane
AGENDA
SampleProceduresand
Disconnect
Sport-specific
Identification
Durability?
Fantasy
Football
Participation
PerceptionsConsumption
Behavior
Favorite Team
Perceptions
Identification
Loyalty
Fantasy Team(s)
Perceptions
Attraction to
players
Interactivity
Non-Media Consumption
• Event Attendance
• Merchandise
Media
Consumption
•Televised
programming
o Live games
(players)
o Sport
journalism
shows
o Sports tickers
• Internet
•Telecommunicatio
ns
•Cell phone
•Text messaging
Attitude
Activation
Norms
The influence of
Fantasy Team
perceptions on
traditional Favorite
Team norms
transforms the
Definition of the
Event from a
singular interest in
favorite team
outcomes to an
interest in both
fantasy team and
favorite team
outcomes
Definition
of the
Event
Favorite Team
Outcomes
Fantasy and
Favorite Team
Outcomes
Favorite Team
Outcomes
Fantasy and
Favorite Team
Outcomes
Drayer et al., 2010
Analysis
Instruments&
Subject Variable
Both Failed
n=63
Fantasy Team
Failed
n=57
Favorite NFL
Team Failed
n=52
Neither Failed
n=64
Fa
nta
sy T
ea
mW
inn
ing
Pe
rce
nta
ge
Favorite NFL Team Winning Percentage
Outcome Variables
◊Attitudes
∞ Attraction to Players
∞ Team Attachment
◊Behaviors
∞ Fantasy-related media (3)
∞ Team-related media (3)
∞ General NFL TV viewership (3)
Analysis
Instruments&
Results
◊Validation
◊RQs
1. Differences between and within
2. No differences
3. Differences between and within*
4. Differences between and within
5. Differences between and within
3.5
4.0
4.5
5.0
5.5
Pre-Season Week 12**
Both Failed*
Fantasy Failed*
Team Failed*
Neither Failed
Le
vel o
f Att
ract
ion
Attraction to Fantasy Players
abd
abc
cd
cd
Fantasy
Football
Participation
PerceptionsConsumption
Behavior
Favorite Team
Perceptions
Identification
Loyalty
Fantasy Team(s)
Perceptions
Attraction to
players
Interactivity
Non-Media Consumption
• Event Attendance
• Merchandise
Media
Consumption
•Televised
programming
o Live games
(players)
o Sport
journalism
shows
o Sports tickers
• Internet
•Telecommunicatio
ns
•Cell phone
•Text messaging
Attitude
Activation
Norms
The influence of
Fantasy Team
perceptions on
traditional Favorite
Team norms
transforms the
Definition of the
Event from a
singular interest in
favorite team
outcomes to an
interest in both
fantasy team and
favorite team
outcomes
Definition
of the
Event
Favorite Team
Outcomes
Fantasy and
Favorite Team
Outcomes
Revised Framework
Substitute?Complement?
Looking to the
Future
Questions?
