| This thesis seeks to determine if media complementarity exists between televised sports and adult nonfiction sports publishing. The study examines longitudinal trends in television ratings and sports publishing, and applies regression and correlation analyses to televised sports and sports publishing data for baseball, basketball, football, and golf. The primary finding is that the relationship between televised sports and sports publishing differs from sport to sport. Two sports, baseball and basketball, exhibit statistically significant positive correlations between television ratings and book publishing; the baseball correlation is strong, whereas the basketball correlation is weak. Football and golf television ratings are negatively correlated with book publishing; football strongly so and golf moderately. These results suggest that media complementarity does not exist between sports television and sports books in general, but may apply to individual sports. |
