Sport as an antidote against audience fragmentation. A scoping study of the most watched Spanish television shows (1989-2016)
DOI:
https://doi.org/10.4185/RLCS-2017-1206Keywords:
Audience fragmentation, media, football, broadcasting rights, television, SpainAbstract
Audience fragmentation, accompanied by other factors, has caused viewing figures to drop across most television networks. In a new context where what is a good audience share needs to be reconsidered, sport content stands out as arguably the last antidote against audience fragmentation. Methodology: This paper examines the role of sport content in Spanish television by compiling the most watched television programs each year from 1989 to 2016. Sport content in television is further discussed through focused interviews with eight professionals from media agencies, networks, media right holders and sponsors. Results and conclusions: The results suggest that networks have systematically capitalized on premium sport content (fundamentally football) to ameliorate the effects of audience fragmentation, and that, given the uncertainty concerning television business models, will continue to do so in the near future.
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