Abstract
ABSTRACT Research question The purpose of this paper is to examine the factors affecting broadcasters’ choice of matches and audience viewership of live Chinese Super League (CSL) matches. Research methods Data came from 720 matches spanning 2017–2019, with 122 selected for CCTV5 telecasts. Broadcasters’ match selections and TV ratings were regressed on antecedent factors of the demand for televised CSL matches. Results and findings The broadcaster selection model showed broadcasters’ preferences for higher outcome uncertainty, higher athlete salaries, higher league standings, and teams contending for the CSL Championship. The viewership model indicated higher TV ratings for matches with larger fan bases, higher athlete salaries, higher-ranked teams, and those held on weekends or at night. Implications This study expands football media demand research and is one of the few to explore match selection and viewership factors in CSL. It offers practical insights for sport broadcasters and league managers in Asian and global contexts.
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