You'll never want to watch alone: the effect of displaying in-stadium social atmospherics on media consumers' responses to new sport leagues across different types of media. (Special Issue: Sport and COVID-19: impact and challenges for the future: volume 2.)

ABSTRACT

Research question This paper examines how displaying fans in the stadium using different types of visual content (pictures and videos) influences media consumers' responses to sport leagues previously unknown to them. Specifically, we investigate how high versus low displays of social atmospherics in pictures and videos affect consumers' cognitive (attributions of attractiveness to the league) and affective (emotional arousal) responses. In addition, we analyze how these responses transfer to intentions to watch future broadcasts. Research methods: The hypotheses are tested in two online experiments using one-factorial (social atmospherics high versus low) between-subjects designs. The research context is German sport media consumers and promotional material of the Australian Football League (AFL). Results and findings: The findings suggest that displaying high (versus low) social atmospherics in pictures can increase the perceived attractiveness that consumers attribute to a new sport league, while such content in videos increases consumers' emotional arousal. These cognitive and affective processes transfer to intentions to view future broadcasts of the league. Implications Our findings imply that while on-site fans are declining in relative numbers in media-dominated professional team sport markets, these fans are highly relevant for the success of team sport-related media offers and the attraction of new consumers.