Audience.

The idea

Audience refers to the people who watch, follow or consume sport through live attendance or media. In this topic, audience size and profile matter because broadcasters and sponsors pay for access to viewers. A larger or more attractive audience can increase broadcasting rights, sponsorship and merchandise income, which may fund sport. However, chasing audience can change scheduling, ticket pricing and the sports that receive coverage, potentially reducing access for some groups. You should be able to identify what makes an audience valuable to media and sponsors, such as size, demographics and engagement, and explain how audience demand shapes the commercial relationship between sport and the media.

What earns the marks

• Defines audience as the people who consume sport, whether by attending live, watching on television or streaming, or following through other media.
• Explains that audience size and profile determine the commercial value of broadcasting rights and sponsorship deals.
• Identifies factors that make an audience attractive to media and sponsors, such as large numbers, loyal engagement, disposable income and demographic profile.
• Explains how audience demand can influence scheduling, rule changes, ticket pricing and which sports or events receive coverage.
• Recognises that audience effects are uneven: some sports and groups gain exposure and income, while others may be overlooked or priced out.

Common mistakes and how to put them right

• Confusing audience with participation.

  Put it right: Audience refers to people consuming sport as spectators or viewers, while participation refers to people taking part in physical activity.

• Assuming a large audience always benefits grassroots sport.

  Put it right: Income may concentrate at elite level; benefits to grassroots depend on how money is distributed.

• Ignoring the difference between live audience and media audience.

  Put it right: Live attendance and broadcast viewership are distinct, and each has different commercial implications for ticket revenue and rights fees.

• Treating all audience members as identical.

  Put it right: Audiences differ by age, income, location and loyalty, and these differences affect sponsorship and scheduling decisions.

Exam tips

• Read the question carefully to check whether it asks about audience, participation or both, and use the correct term in your answer.
• When evaluating commercial impact, link audience demand to a specific consequence such as higher rights fees, changed kick-off times or increased merchandise sales.
• Use precise vocabulary: 'audience' for consumers of sport, 'participation' for those taking part, and 'grassroots' for community-level provision.