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Change in the Frequency, Type, and Presentation Form of Statistics Used in NFL Broadcasts

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Change in the Frequency, Type, and Presentation Form of Statistics Used in NFL Broadcasts International Journal of Sport Communication, 2018, 11, 482–502 https://doi.org/10.1123/ijsc.2018-0107 © 2018 Human Kinetics, Inc. ORIGINAL RESEARCH It’s a Numbers Game: Change in the Frequency, Type, and Presentation Form of Statistics Used in NFL Broadcasts Dustin A. Hahn, Matthew S. VanDyke, and R. Glenn Cummins Texas Christian University, USA Although scholars have examined numerous facets of broadcast sports, limited research has explored the use of statistics in these broadcasts. Reference to statistical summaries of athlete or team performance have long been a component of sport broadcasts, and for some viewers the rise of fantasy sport has led to even greater interest in quantitative measures of athlete or team performance. To examine the presence and nature of statistical references in sport broadcasts, this study examines National Football League telecasts over time to identify changes in the frequency, type, and presentation form of statistics. Findings revealed an emphasis on individual player statistics over team statistics, as well as an increase in on-screen graphics over time. The study also revealed a simultaneous decrease in statistical references relayed orally by broadcasters. These findings illustrate the importance of statistics as a storytelling tool, as well as reflecting technological innovations in sports broadcasting. In addition, they suggest a possible evolution in audience consumption habits and desires. Keywords: National Football League, player, team The sports world has increasingly embraced the science of using a growing array of quantitative metrics to measure success on the rink, pitch, diamond, track, court, course, or field (e.g., Belson, 2013; Bernstein, 2006; Greenberg, 2013). Even while some still question the value of such metrics (Hughes, 2013; Tuggle, 2000), quantitative measures of athlete performance are of increasing interest among many viewers (Woltman, 2014). While Farquhar and Meeds (2007) suggested that certain highly motivated sport fans in fantasy leagues are likely very interested in quantitative information related to sports, Wohn, Freeman, and Quehl (2017) identified some of these complex decision-making processes. In addition, research Hahn is with the Dept. of Film, Television and Digital Media, Bob Schieffer College of Communication, Texas Christian University, Fort Worth, TX. VanDyke is with the Dept. of Advertising and Public Relations, College of Communication and Information Sciences, University of Alabama, Tuscaloosa, AL. Cummins is with the Dept. of Journalism and Creative Media Industries, College of Media and Communication, Texas Tech University, Lubbock, TX. Hahn ([email protected]) is corresponding author. 482 Statistics in NFL Broadcasts 483 demonstrates that these motivations can vary by age (Brown, Billings, & Ruihley, 2012) and between traditional, hybrid, and daily fantasy sport users (FSUs; Billings, Ruihley, & Yang, 2017; Weiner & Dwyer, 2017). Perhaps given the capital in these leagues, the potential impact of these fantasy venues on television viewership (Nesbit & King, 2010), and media dependency more broadly (Armfield & McGuire, 2014), organizations like ESPN have sought out these fantasy sport audiences for quite some time (Tedesco, 1997). Likewise, advances in technology employed in the production of sport broadcasts have altered the onscreen presen- tation of sports to include information about individual players, teams, scores, and more via on-screen graphics (Nachman & Bennett, 2011). Despite the long-standing interest in sport statistics, sport communication scholars have failed to explore them in great detail. Although the content, structure, and subjects of mediated sport have been examined in a variety of studies (Lavelle, 2010; Morris & Nydahl, 1983; Sullivan, 2006; Williams, 1977), basic studies exploring the type, presentation, and form of statistics in sport broadcasts are nascent. Examination of the use of such metrics in sport broadcasts can potentially illuminate how and why producers of mediated sport might integrate such information into content. Thus, this study empirically documents the use of statistics in televised broadcasts of a popular league, the National Football League (NFL), over a 4-decade span. The purpose of this study was to investigate this previously unidentified area of sport-media research through a longitudinal content analysis of a popular American sport in order to uncover the change in frequency, type, and presentation form of statistical references made during broadcasts. Literature Review Information as Motive for Sport Viewing The underlying assumption for the inclusion of statistical references about players or teams in broadcasts is to satisfy some audience motive or need. Fortunately, scholars have long explored the variety of reasons why viewers watch or listen to broadcast sports, and research has revealed a variety of cognitive, affective, and social motivations (Raney, 2006). For example, research has explored general motives for viewing sports (Frandsen, 2008; Gantz, 1981), differentiating motives between men and women (Gantz & Wenner, 1991), the role of personality traits (Devlin & Brown-Devlin, 2017), and sports-specific viewing motives (e.g., mixed martial arts, Cheever, 2009) or platform-specific motives (Rubenking & Lewis, 2016). One theoretical framework for exploring sport-viewing motives is uses and gratifications, which assumes audiences as motivated and goal-oriented (Katz, Blumler, & Gurevitch, 1974) and recognizes a variety of motivations (e.g., entertainment, escape, socialization). Research using this framework has demonstrated information-seeking or surveillance goals specifically associated with sport viewing (McDaniel, 2002; Tang & Cooper, 2012, 2017). Such research has consistently revealed an informational motive for some consumers, who display unique pre-, during-, and postviewing information seeking as part of their fanship (Gantz & Wenner, 1995). A parallel tradition in the sport communication literature is differentiation of various profiles of sport viewers. For example, Earnheardt and Haridakis (2008) IJSC Vol. 11, No. 4, 2018 484 Hahn, VanDyke, and Cummins asserted a distinction between sport fans and mere spectators, arguing that fans are more involved. Vallerand et al. (2008)relatesportfanshiptoanobsessivepassion resulting“from a controlled internalization of the activity into one’s identity”(p. 1280). Although “mere observers” may still consume sport content, avid fans have more at stake in their consumption and understanding of game play, perhaps leading to greater interest in relevant sport statistics. For example, today’s sport consumer actively employs social media during sport viewing to acquire information about a competition and maintain a valued identity as an expert in the subject matter (Wang, 2013). Furthermore, the growth in participation and popularity of fantasy sport has also demonstrated how some sport spectators exhibit heightened interest in quanti- tative measures of athlete or team performance, where a team owner’s success depends on how well individual athletes perform in real-life competition. Thus, one hallmark of FSUs may be a distinct interest in quantitative summaries of player or team performance that service this surveillance or information motive (Billings & Ruihley, 2013; Brown et al., 2012; Farquhar & Meeds, 2007; Wohn et al., 2017). Likewise, the ability to apply this sport knowledge is a salient driver of participation in fantasy sport (Lee, Seo, & Green, 2013). It is interesting that Brown et al. (2012) noted that younger FSUs consume more sport media and have greater surveillance desires than their older (above the age of 35) FSU counterparts. Coupling these findings with evolving technological developments, it is not surprising that broadcasters might depend more on quantitative information in their storytelling (Putterman, 2017) and incorporate it into on-screen graphics (Nachman & Bennett, 2011). Billings and Ruihley (2013) recognize that some fantasy sport users, by contrast to traditional sport fans, have a greater desire to see positive individual player achievement as this aids fantasy-team success. More- over, recent research demonstrated how viewers with greatest interest in sports pay greater attention to information graphics displaying athlete performance in tele- vised baseball (Cummins, Gong, & Kim, 2016). Additional cognitive motivations exist for many sport fans (Raney, 2006)as they seek to learn more about players and teams (Gantz, 1981; Gantz & Wenner, 1995; Wenner & Gantz, 1998), recognizing the social impacts such knowledge can have with peers (Melnick, 1993). Beyond fantasy sports, some sport viewers are motivated to consume information and learn about players and teams for economic reasons. In 2018, the Supreme Court ruled that states may legalize sports betting, and many states have begun that process (Sheetz, 2018). While estimates of gambling can be difficult, some have put the economic impact on the U.S. economy in the hundreds of billions of dollars (e.g., American Gaming Association). Indeed, many viewers are motivated to consume televised sport because of these financial investments (Gantz & Wenner, 1995; Wann, 1995; Wann, Schrader, & Wilson, 1999). Such motivations may lead to greater interest in relevant statistics related to athletes and teams in sport broadcasts. In sum, viewers have long sought information about athletes and sport teams as a means of enacting their fanship, informing their fantasy-sport participation,
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