Types of Major League Baseball Broadcast Information and Their Impacts on Audience Experience

Abstract

Baseball is a sport that involves a large number of statistics, which are often displayed during broadcast events to show the players’ performance levels. With the advent of big data, the amount and types of data used in broadcasts have increased yearly. However, the use of complex information challenges the audience’s ability to process it. This study considered data types used during broadcasts as the basis for an in-depth exploration of audiences’ experience resulting from the application of visualization. The study also examined the relationship between the contents of broadcast information and audiences’ sports participation, entertainment experience, and cognitive load. Baseball fans with varying levels of experience with handling different types of information were surveyed to understand the variations in their entertainment experiences and cognitive load levels when they watched a baseball game. The results indicated that fans with low participation levels had insufficient viewing experience, such that the use of visualized statistical information did not facilitate their understanding of the game, nor did they gain more pleasure or meaning from the game through the visualized information. Fans with high participation levels already possessed a wealth of baseball knowledge and experience, so providing visualized information did not significantly elevate their viewing experiences either. Moreover, the visualized information caused them to experience varying amounts of additional cognitive load. These results provide a reference that can be used to design sports broadcasts tailored to different information types and fan characteristics, thus improving fans’ viewing experience of sports broadcasts.