Estimation of the Television Demand Function of the Iranian Premier League

Articles in Press

Document Type : Original Article

Authors

1 Department of Sports Management and Media, Faculty of Sport Sciences and Health, Shahid Beheshti University, Tehran

2 Department of Sports Management and Media, Faculty of Sport Sciences and Health, Shahid Beheshti University, Tehran, Iran.

Abstract

The Purpose of this study was to estimate the television demand function of the Iranian Premier League. The ordinal logit model was used for data analysis. The research population comprised fans of Iranian Premier League football teams during the 2023-2024 season. Given the uncertainty regarding the population size, the Cochran formula was applied to estimate the sample size (384 individuals). Data were collected using a researcher-developed questionnaire, whose content validity was confirmed by seven experts. The reliability of the questionnaire was also established using Cronbach's alpha coefficient (0.829). Statistical analysis of the variables and estimation of the research model parameters were performed using STATA version 17 software. The results indicated that variables such as age, gender, occupation, education, quality of play, ranking of the opposing team, result of the previous game, broadcast time of the match, following the match on the radio, and engagement in virtual spaces significantly influenced the likelihood of watching Premier League football games on television. In general, the results of this research emphasis on television as a primary medium for broadcasting football underscores a direct connection to the consumer behavior and media culture of Iranians. This study has the potential to serve as a foundation for more effective policymaking in sports broadcasting.

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Journal of New Studies in Sport Management

Articles in Press, Accepted Manuscript
Available Online from 25 June 2026

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