1. Introduction: the winning combination!
Sports are big for TV. To be convinced of this, just look at the amount paid by BT to broadcast the football games of the European Champions league: £900m ($1.5bn/€1.1bn). As BT won the football rights, BSKYB the losing bidder saw its share price drop 11% and £1.3bn ($2.1bn/€1.6bn) was wiped off its market capitalisation in one day. Clearly, the loss of football games rights was seen as a major risk to its future profitability. According to the Telegraph, BSKYB even lobbied Champions League officials for three days to reopen the bid after it was excluded from the auctions.
Sports are big for TV because it can draw a huge number of fans who are ready to pay for content. Together with Hollywood blockbusters, sports form the basis of pay TV. Contrary to films, sports is also very big for 2nd screen. Nielsen compiled the below statistics that shows that sports is the main driver for tweets about TV shows. Forget about the “X-Factor”, and the US Presidential race--this is all about the Super Bowl; 50% of tweets about TV are about sports. Why do sports events drive so much social TV activity? This is due to the nature of fans and of sports events themselves. Sports fans are really engaged and very emotional about their teams and players. Sports events are broadcasted live and drive immediate reactions.