A whole new ball game: Fan perceptions of augmented reality enhanced sport broadcasts

Abstract

For a large portion of its history, broadcasting has been stagnant when it comes to incorporating new and innovative technologies. However, due to declining viewership and consumer desire for customizable content, augmented reality (AR) graphics have begun to be incorporated into multiple broadcast products. The current study contributes to the literature by providing much needed answers to questions surrounding consumer perceptions and the implementation of AR in broadcasts. Guided by the Elaboration Likelihood Model and using sport broadcasts as the context, three NBA broadcasts were assessed: a mascot-mode with over the top AR graphics, a coach-mode with play-by-play AR graphics, and a traditional broadcast with no graphics. Following random assignment, participants in the current study were more likely to re-view (p < .05) and recommend via word of mouth (p < .05) the coach-mode AR than the mascot-mode AR. As formidable media providers like ESPN do not see AR as a fad, the current findings are noteworthy. Both AR enhancements under investigation represent substantial alterations to the core, traditional product. Thus, media providers are advised to introduce AR components gradually and systematically, so as not to overload the conservative viewer.