The Impact of National Anthem Protests on National Football League Television Ratings
Abstract
The National Football League’s (NFL) television ratings decreased by approximately 8% during the 2016 season, then a further 10% the following season. These declines coincided with league-wide national anthem protests initiated by Colin Kaepernick at the beginning of the 2016 season. Existing research identifies many determinants of demand for sporting events, but athletes’ protests are seldom considered. We use detailed data on players’ protests and television ratings to construct a new, game-level panel for the four NFL seasons between 2014 and 2017. Our results show protests are statistically significantly associated with lower TV ratings, but the economic magnitude is relatively muted.
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Biographies
Judah Brown graduated cum laude from Elon University in 2019 with a degree in Economics.
Brandon J. Sheridan is an assistant professor of Economics in the Martha & Spencer Love School of Business at Elon University. He has varied research interests and he is passionate about working with undergraduates to help them realize their potential.
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Article first published online: July 24, 2020
Issue published: December 2020
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