Broadcasting demand for Formula One: Viewer preferences for outcome uncertainty in the United States

We explore the determinants of broadcasting demand for Formula One racing in the United States of America and pay specific attention to the relationship between outcome uncertainty and television viewership figures. Using implied probabilities derived from betting odds, we offer an approach to measuring outcome uncertainty that differs from those currently established in the Formula One broadcasting demand literature. We do not find any evidence to support the uncertainty of outcome hypothesis. On the contrary, viewers display a preference for less closely contested races. We find that scheduling and accessibility to live races are important determinants of viewership. Our results have practical implications and can guide the sport's administrators and television broadcasters seeking to understand a growing national market for F1 broadcasting.