Research is open to the criticism that it demonstrates the obvious and this charge could be levelled at work from Imperial College London and media buying group Initiative Sport Futures that examined the way television viewers reacted to each minute of 248 Premiership matches for evidence of what most excited audiences. Nevertheless, the researchers insist that their work has important implications for the ongoing debate about the game in the light of the forthcoming European white paper on sport.
The research found that few viewers like a scoreless draw and viewing was highest in matches where the final outcome at any given point appeared to be uncertain or contrary to initial expectations. What the research does suggest is that the value to sponsors of their deals, usually agreed long ahead, could fluctuate with events on the pitch. The effectiveness of sponsorship as marketing is partly judged by tracking the number of times consumers are exposed to the sponsor's brand.
| 
