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Estimating viewership loss and rivalrous relationships in otherwise neutral markets","","The study measures how viewership declines across National Football League games to determine engagement patterns of out-of-market viewers and to assess how these patterns change when a rival team is present. Results show out-of-market viewers are more likely to stay tuned throughout a game when their local team’s rival ends up winning. Findings carry implications for quantifying rivalry effects on broadcast demand. The paper recommends future work connecting in-group bias and mitfreude behavior in rivalrous relationships by refining the Neale and Rottenberg frameworks to include rivalry-driven competitive complementarity.",{"@graph":69,"@context":123},[70,84,106],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/from-schadenfreude-to-mitfreude-estimating-viewership-loss-and-rivalrous-relationships-in-otherwise-neutral-markets/238691/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/from-schadenfreude-to-mitfreude-estimating-viewership-loss-and-rivalrous-relationships-in-otherwise-neutral-markets/238691.png","ImageObject",300,407,{"name":92,"@type":93},"Tawan","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-11-07","2026-09-11",true,{"@type":102,"interactionType":103,"userInteractionCount":105},"InteractionCounter",{"@type":104},"ViewAction",11,{"@type":107,"mainEntity":108},"FAQPage",[109,115,119],{"name":110,"@type":111,"acceptedAnswer":112},"What does the paper measure in NFL games?","Question",{"text":113,"@type":114},"It measures loss in viewership over the course of games to capture engagement of out-of-market viewers and how this is moderated by the presence of a rival team.","Answer",{"name":116,"@type":111,"acceptedAnswer":117},"How does rival presence affect out-of-market viewers’ engagement?",{"text":118,"@type":114},"Out-of-market viewers are more likely to remain tuned throughout a game when their local team’s rival ultimately becomes the game winner.",{"name":120,"@type":111,"acceptedAnswer":121},"What does the study suggest for future research and existing theory?",{"text":122,"@type":114},"It points to future research linking in-group bias and mitfreude behaviors in rivalrous relationships and proposes amending the Neale and Rottenberg frameworks to incorporate how rivalry induces competitive complementarity.","https://schema.org",{"og:url":83,"og:type":125,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":127,"canonical":83},"index,follow",{"doc_id":129,"site_id":62},238691,1789138985,{"code":4,"msg":5,"data":132},{"doc_id":129,"user_id":133,"nickname":92,"user_avatar":134,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":135,"file_id":136,"file_url":137,"file_type":138,"file_size":139,"view_count":105,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":105,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":130,"read_time":144,"preview_page_count":4},2336475104042,"https://ap-avatar.wpscdn.com/avatar/22000c4c32af1715be0?x-image-process=image/resize,m_fixed,w_180,h_180&k=1786537525561427321","G Model  \nSMR 386 No. of Pages 11  \nSport Management Review xxx (2016) xxx–xxx  \nContents lists available at ScienceDirect  \nSport Management Review  \njournal [homepage:](homepage: www. elsevier. com/locate/s mr)[ www. elsevier. com/locate/s mr](homepage: www. elsevier. com/locate/s mr)  \n| From schadenfreude to mitfreude? Estimating viewership loss and rivalrous relationships in otherwise neutral markets Hojun Sunga, Brian M. Millsa , * , Scott Tainskyb\u003Cbr>a Department of Tourism, Recreation & Sport Management, University of Florida, P.O. Box 118208, Gainesville, FL 32611, United States b Department of Recreation, Sport & Tourism, University of Illinois, Urbana-Champaign, 1206 South Fourth St., Champaign, IL 61820, United States |  |\n| --- | --- |\n| A R T I C L E I N F O | A B S T R A C T\u003Cbr>We measure the loss in viewership over the course of National Football League games to identify engagement of out-of-market viewers throughout the contest, and how this is moderated by the presence of a rival team in the game. Our analysis reveals that out-ofmarket viewers are more likely to stay tuned throughout a game when their local team’s rival is ultimately the game winner. This brings about important considerations in the context of measuring the effect of rivalry on demand. Our results point toward future research within the context of in-group bias and mitfreude behaviors in rivalrous relationships such that viewership depends not only on home team and in-group competitiveness, but also highlights preferences such as out-group competitiveness, or lack thereof. We therefore suggest an amendment to the Neale and Rottenberg frameworks to include how rivalry induces competitive complementarity.\u003Cbr>ã 2016 Sport Management Association of Australia and New Zealand. Published by Elsevier Ltd. All rights reserved. |\n| Article history:\u003Cbr>Received 1 November 2015\u003Cbr>Received in revised form 28 July 2016 Accepted 26 August 2016\u003Cbr>Available online xxx |  |\n| Keywords:\u003Cbr>Rivalry Schadenfreude Demand Broadcast ratings Football |  |\n\n1. Introduction  \nA game between two professional sports teams – and the aggregation of these games across the league – comprise the essence of the league product that clearly requires both cooperation and competition on the part of league members (Borland & Macdonald, 2003; Neale, 1964; Rottenberg, 1956). In past work, the complementary nature of a league’s competing firms (teams) has been shown to enhance overall interest in games, ultimately affecting overall franchise and league demand (Xu, Sung, Tainsky, & Mondello, 2015). This could eventually impact league organization, policy, and scheduling that leverages complementarities among otherwise competing franchises.  \nRivalry then may play a crucial role to elucidate the complimentary relationship between competing teams in professional sports leagues. In particular, sport is replete with various rivalries, offering a product that differentiates itself from other competitive outcomes in leagues. With the formation of heated rivalry, the reward of defeating a rival may amplify the utility fans obtain from a victory as compared to other league games against non-rivals (Havard, 2014; Mahoney & Moorman,1999). In general, the formation of sports leagues has allowed the scheduling of games and championships that have prompted the development of systematic rivalries often specific to divisional alignment or geographical location (Blair, 2011).  \n* Corresponding author.  \nE-mail addresses: hsung@ufl .edu (H. Sung), bmmillsy@hhp.ufl.edu (B.M. Mills), [tainsky@illinois.edu](tainsky@illinois.edu) (S. Tainsky).  \n[http://dx.doi.org/10.1016/j.smr.2016.08.006](http://dx.doi.org/10.1016/j.smr.2016.08.006)  \n1441-3523/ã 2016 Sport Management Association of Australia and New Zealand. Published by Elsevier Ltd. All rights reserved.  \nPlease cite this article in press as: H. Sung, et al., From schadenfreude to mitfreude? Estimating viewership loss and rivalrous relationships in othe","cbCaiaYa3f67Dz8N","https://ap.wps.com/l/cbCaiaYa3f67Dz8N","pdf",278490,"English","# Article history\n## Received and accepted dates\n## Available online\n# Introduction\n## League product: cooperation and competition\n## Rivalry and fan utility\n## Scheduling and maximizing interest\n# Key focus of the paper","[{\"question\":\"What does the paper measure in NFL games?\",\"answer\":\"It measures loss in viewership over the course of games to capture engagement of out-of-market viewers and how this is moderated by the presence of a rival team.\"},{\"question\":\"How does rival presence affect out-of-market viewers’ engagement?\",\"answer\":\"Out-of-market viewers are more likely to remain tuned throughout a game when their local team’s rival ultimately becomes the game winner.\"},{\"question\":\"What does the study suggest for future research and existing theory?\",\"answer\":\"It points to future research linking in-group bias and mitfreude behaviors in rivalrous relationships and proposes amending the Neale and Rottenberg frameworks to incorporate how rivalry induces competitive complementarity.\"}]","From schadenfreude to mitfreude? Estimating viewership loss and rivalrous relationships in otherwise neutral markets | PDF",28]