The impact of game

outcomes on fantasy

football participation

and NFL media

consumption

Brendan Dwyer

@brendandwyer

AGENDA Introduction

Framework

Method

Results

Discussion

95% of fantasy participants are insane

Insane

Not Insane

Logical P

redic

table

Average

Consumer

Average

Sport Fan

Fantasy Football

Participant

Loyal

Consumer

99% of fantasy participants are insane

Insane

Not Insane

AGENDA

Sample Procedures and

Disconnect

Sport-specific

Identification

Durability?

Fantasy

Football

Participation

Perceptions Consumption

Behavior

Favorite Team

Perceptions

Identification

Loyalty

Fantasy Team(s)

Perceptions

Attraction to

players

Interactivity

Non-Media Consumption

• Event Attendance

• Merchandise

Media Consumption

•Televised

programming

o Live games

(players)

o Sport journalism

shows

o Sports tickers

• Internet

•Telecommunications

•Cell phone

•Text messaging

Attitude

Activation

Norms

The influence of

Fantasy Team

perceptions on

traditional Favorite

Team norms

transforms the

Definition of the

Event from a singular

interest in favorite

team outcomes to an

interest in both

fantasy team and

favorite team

outcomes

Definition of

the Event

Favorite Team

Outcomes

Fantasy and Favorite

Team Outcomes

Favorite Team

Outcomes

Fantasy and Favorite

Team Outcomes

Drayer et al., 2010

Analysis

Instruments &

Subject Variable

Both Failed

n=63

Fantasy Team

Failed

n=57

Favorite NFL

Team Failed

n=52

Neither Failed

n=64

Fa

nta

sy T

ea

m

Win

nin

g P

erc

en

tag

e

Favorite NFL Team Winning Percentage

Outcome Variables

◊Attitudes

∞ Attraction to Players

∞ Team Attachment

◊Behaviors

∞ Fantasy-related media (3)

∞ Team-related media (3)

∞ General NFL TV viewership (3)

Analysis

Instruments &

Results

◊Validation

◊RQs

1. Differences between and within

2. No differences

3. Differences between and within*

4. Differences between and within

5. Differences between and within

3.5

4.0

4.5

5.0

5.5

Pre-Season Week 12**

Both Failed*

Fantasy Failed*

Team Failed*

Neither Failed

Le

vel o

f Att

ract

ion

Attraction to Fantasy Players

abd

abc

cd

cd

Fantasy

Football

Participation

Perceptions Consumption

Behavior

Favorite Team

Perceptions

Identification

Loyalty

Fantasy Team(s)

Perceptions

Attraction to

players

Interactivity

Non-Media Consumption

• Event Attendance

• Merchandise

Media Consumption

•Televised

programming

o Live games

(players)

o Sport journalism

shows

o Sports tickers

• Internet

•Telecommunications

•Cell phone

•Text messaging

Attitude

Activation

Norms

The influence of

Fantasy Team

perceptions on

traditional Favorite

Team norms

transforms the

Definition of the

Event from a singular

interest in favorite

team outcomes to an

interest in both

fantasy team and

favorite team

outcomes

Definition of

the Event

Favorite Team

Outcomes

Fantasy and Favorite

Team Outcomes

Revised Framework

Substitute? Complement?

Looking to the

Future

Questions?

Thank You

bdwyer@vcu.edu – Brendan Dwyer – @brendandwyer