KLPGA TV 중계방송에서 선수 노출시간의 결정변인 = Coverage method and determinants of players’ exposure time m KLPGA TV broadcast

다국어 초록 (Multilingual Abstract)

This study aimed to present the basic data required for the marketing activities of the company which took advantage of player sponsorship to identify the determinants influencing players’ exposure time in the KLPGA TV broadcast. It also aimed to allow viewers to watch more high-quality golf TV broadcast by analyzing the coverage method of TV broadcast about women golfers and the contents of golf TV broadcast. To achieve this purpose, I chose the first round of 2 competitions among competitions held in 2014 KLPGA, collected the data by measuring exposure time (sec) of the players in the ‘Competition relay VOD view again’ of the SBS homepage. I also analyzed KLPGA TV relay broadcasting which were classified by each video contents. Data analysis was analyzed by using frequency analysis, descriptive statistics, and Spearman’s rank correlation analysis from the Window SPSS / PC20.0 Version statistical program.
To prove correlations between prize ranking, the first round scores, winning numbers for three years, media exposure times for a year, appearance favorability and players’ exposure time, Spearman’s rank correlation analysis were used and showed statistically significant positive(+) correlation in five variables and players’ exposure time.
The study showed that when the company and the player agent selected sponsored players, they had to think about the top golf skills first and then they had to select the players who received the most attention of the media in a variety of other issues. These players were exposed a lot on TV relay broadcast and could be highly utilized with sponsorship marketing to better the company logo.