Title: Capturing preferences of Belgian football fans: evidence from a discrete choice experiment
Authors: Goossens, Dries
Vandebroek, Martina
Wang, Chang
Issue Date: 2015
Conference: European Conference on Operational Research (EURO XXVII) location:Glasgow (UK) date:12-15 July 2015
Abstract: In the past decade, a considerable amount of money was invested by television broadcasters to acquire the Belgian Pro League broadcasting rights. While broadcasters pursue a maximal audience rating, clubs try to have full stands for each home match. Both find themselves impacted by the fixtures, which determine which opponents will face each other in which part of the season, and at what kickoff time. Our contribution aims to capture the Belgian football fans’ preferences with respect to various scheduling options, some of which have not been used before. We carried out a discrete choice experiment using an online survey questionnaire distributed on a national scale, including questions on TV viewership as well as on stadium attendance. The choice sets are based on three match characteristics: month, kickoff time, and quality of the opponent. In each part, a semi-Bayesian D-optimal design for the conditional logit model was used to generate the choice sets. The choice data is analyzed using a conditional logit model (assuming homogenous preferences) as well as with a mixed logit model. The models predict the utility of watching a Belgian Pro League match – either on TV or in the stadium – for every possible scheduling option. We validate the predicted utilities against real audience rating and home attendance data. Finally, we discuss how our results can be used to improve the scheduling process of the Belgian Pro League.
Publication status: published
KU Leuven publication type: IMa
Appears in Collections:Research Center for Operations Research and Business Statistics (ORSTAT), Leuven

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