ABSTRACT

Research Question

While the commercial value of sport media remains intrinsically pegged to viewing behaviours, technological transformation and digitalisation of media are challenging the utility of established audience measurement techniques. With existing norms appearing increasingly outdated, the aim of this conceptual paper is to articulate the key strategic and commercial implications resulting from technological innovation within sport media, with a focus on audience measurement.

Research Methods

We use a cyclical innovation framework to conceptualise the changing structures, products and relationships within the sport media ecosystem to map the corresponding strategic implications for relevant stakeholders.

Results and Findings

As the efficacy of analogue audience measurement erodes, digital sport media platforms offer new opportunities to harness forms of user data that facilitate deeper and more accurate measurement. While this helps inform rights valuations and creates new commercialisation opportunities, it also creates new complexity. Such complexities surround the harmonisation of linear and digital audience data, establishment of nascent valuation norms and shifts in inter-organisational power dynamics.

Implications

Five implications linked to interrelated themes of measurement, value and performance assessment are detailed. These include establishing a new paradigm of measurement, including individual-level consumer behaviours, consideration of new forms of value and new currency to inform rights markets, and implications for data and information sharing. Provocations to inform a future research agenda and future research opportunities are provided.

中文翻译：

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体育媒体存在受众测量问题

摘要

研究问题

虽然体育媒体的商业价值本质上仍然与观看行为挂钩，但媒体的技术变革和数字化正在挑战既定的观众测量技术的实用性。随着现有规范越来越过时，这份概念性文件的目的是阐明体育媒体技术创新所产生的关键战略和商业影响，重点是受众测量。

研究方法

我们使用循环创新框架来概念化体育媒体生态系统中不断变化的结构、产品和关系，从而为相关利益相关者绘制相应的战略影响。

结果和发现

随着模拟受众测量的功效逐渐减弱，数字体育媒体平台提供了新的机会来利用用户数据形式，从而促进更深入、更准确的测量。虽然这有助于为权利估值提供信息并创造新的商业化机会，但它也带来了新的复杂性。这种复杂性围绕着线性和数字观众数据的协调、新生估值规范的建立以及组织间权力动态的转变。

启示

详细介绍了与测量、价值和绩效评估等相互关联的主题相关的五个含义。其中包括建立新的衡量范式，包括个人层面的消费者行为、考虑新的价值形式和新货币以告知权利市场，以及对数据和信息共享的影响。提供了为未来的研究议程和未来的研究机会提供信息的挑衅。