What Type of Soccer Draws Viewers?

by Jon Scaccia December 19, 2024

As we get closer to Boxing Day, it’s worth looking at what makes some matches must-see TV while others barely register a blip. A recent study (will download a .pdf) delves into the fascinating dynamics of soccer viewership, uncovering what captivates audiences and why it matters for the sport’s future.

The Science of Soccer Viewership

Broadcast soccer isn’t just about the game—it’s about delivering an experience. Researchers Gasparetto, Abgaryan, and Batargaleev analyzed data from 528 live matches aired in Russia between 2017 and 2020. They explored what drives people to tune in, comparing domestic and international broadcasts. Their findings reveal critical insights into fan behavior, with real-world implications for broadcasters, coaches, and team managers alike.

Why Some Matches Stand Out

So, what makes a soccer match irresistible? The study points to several key factors:

1. Derby Matches

Rivalries reign supreme. Games between traditional rivals consistently draw higher viewership. For instance, derbies like Spartak Moscow versus Zenit St. Petersburg or Chelsea against Arsenal deliver the drama fans crave. These matches tap into deep-seated team loyalties and local pride.

2. Prime-Time Scheduling

Timing is everything. Evening matches, airing between 7 and 9 PM, achieve significantly higher ratings. This aligns with the lifestyle of most viewers, who are more likely to relax with a game after work or dinner.

3. Match Quality

Star power matters. The study found that teams with higher market values—indicating a roster packed with talent—attract more viewers. Fans tune in to watch elite players perform, hoping for moments of brilliance.

4. Outcome Uncertainty

Close matches keep viewers on the edge of their seats. Interestingly, this was more pronounced for international games than domestic ones, suggesting that unpredictability is particularly appealing when fans watch foreign teams.

Surprising Findings

One unexpected discovery was the limited influence of pandemic-related factors. While you might think empty stadiums and global disruptions would significantly impact viewership, the study found mixed results. Domestic broadcasts suffered a slight dip, but international matches held steady.

The Bigger Picture: Implications for Soccer

Understanding these trends is vital for everyone involved in the sport. For broadcasters, it highlights the importance of scheduling and selecting high-stakes games. For clubs, it underscores the need to cultivate rivalries and invest in star players. And for coaches, it points to the value of competitive play, where even the smallest tactical decision can shape the narrative of an unforgettable match.

Applications

For Coaches:

• Emphasize Rivalries: Use derby games as opportunities to motivate players and engage fans.
• Enhance Tactics: Tight matches captivate audiences. Coaches can focus on creating balanced strategies that maximize competitive intensity.

For Player Development:

• Invest in Star Potential: Developing players with strong skills and marketability boosts team visibility.
• Foster Team Identity: Building cohesive teams with unique styles can attract loyal fans.

For Club Management:

• Schedule Strategically: Collaborate with broadcasters to ensure key matches air during peak viewing times.
• Market Rivalries: Promote derby games heavily to capitalize on their inherent drama and excitement.

Broadcasting soccer is both an art and a science. By leveraging insights like these, the sport can continue to thrive in an increasingly digital, globalized world. Whether you’re a coach, a player, or a passionate fan, one thing is clear—soccer has the power to unite, excite, and inspire, one match at a time.

Are you ready to delve deeper into the science and strategy of soccer? 

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