The uncertainty of outcome and scoring effects on Nielsen ratings for Monday Night Football

Nielsen ratings for Monday Night Football are analyzed through regression models to determine the factors that attract and keep viewers. For start-of-game ratings, the uncertainty of outcome, quality of the teams, and expected scoring are shown to be important factors. For within-game changes in ratings, the halftime score differential and halftime total points scored, in addition to the quality of teams playing the game, are shown to be significant determinants. Evidence is found that fans prefer games with a quality match-up between winning teams, a high level of uncertainty of outcome, and high-scoring.