ABSTRACT
Given the plummeting ratings of basic network television (Umstead, 2004), the elasticity of the sports broadcast market is particularly remarkable. While sports such as the NHL and NBA have experienced decreased ratings, a proportionally equal number, such as NASCAR and the NFL, have enjoyed ratings surges. Indeed, at a time in which cable ratings are now larger than the ratings of the seven broadcast networks (Reynolds, 2003), sports programming has provided some of the surest bets in the industry, with ratings for events such as the Super Bowl and Olympics often ranking among the top telecasts in history (Barron, 2004).
