Enhancing Low Basketball Experience Viewer Broadcast Experience via Data Visualization: The National Basketball Association Case Study

Abstract: Sports broadcasting companies have been actively advancing various information visualization technologies in recent years. The current technologies and related literature predominantly focus on the professional aspects of sports instead of the general audience. According to statistical data, as much as 49% of the population in the United States are not fans of the National Basketball Association (NBA). Therefore, this study aims to broaden the NBA audience base by exploring the preferences and understanding of individuals with low experience regarding the basketball broadcast interface and the five visualized information elements. The goal is to enhance the viewing experience and economic benefits of NBA broadcasts. This study utilizes three NBA broadcasting platforms, Bally Sports, ESPN, and TNT as experimental samples. Each sample comprises 10 participants. Through an online survey, we selected 30 participants with low basketball experience for the experiment. The assessment steps included: (1) Participants watched broadcast videos and employed the think-aloud protocols. (2) Applied comprehension quizzes to assess participants' understanding. (3) Participants will fill out scales including the Evaluation of Media Entertainment Experience, NASA-TLX, Hedonic and Utilitarian Attitudes, and Re-viewing Intention, reflecting their evaluations and experiences regarding the broadcast visuals. (4) Conduct semi-structured interviews to gather insights and suggestions regarding participants' thoughts on broadcast interfaces and the five visualized informational elements. Results revealed that: In comparing the three sports broadcasting platforms, TNT performed the best on the Evaluation of Media Entertainment Experience scale, Hedonic and Utilitarian Attitudes scale, and Re-viewing Intention scale. ESPN was rated next, followed by Bally Sports. According to the NASA-TLX scale results, Bally Sports scored the highest in workload, followed by ESPN, and TNT scored the lowest. Most participants indicated that TNT's interface is simple and easy to understand, and ESPN's interface presents information clearly. In contrast, Bally Sports' interface has an excess of visual elements, which leads to a suboptimal viewing experience and a higher viewing workload. In the five visualized information elements, participants' preferences for viewing information were ranked as follows: (1) on-court shot clock, (2) lower third-player stats, (3) player position tracking, (4) shot probability, and (5) three-point shot distance. Most participants believed that the on-court shot clock provides excitement and a sense of engagement, while the lower third-player stats allow for a better understanding of each player. The player position tracking was regarded as an essential tool for the participants' understanding of team tactics, player positioning, and basketball movements. Most participants considered shot probability less important and most expressed a reluctance to see information about three-point shot distance, deeming it challenging to understand and lacking significance. This study provides insights into the perspectives and evaluations of NBA broadcast interfaces from individuals with low basketball experience and their preferences and comprehension levels regarding visualized information. The findings can guide future designs of basketball broadcast interfaces.

Keywords: NBA Broadcast Interface, Data Visualization, User Experience, Sports

DOI: 10.54941/ahfe1005379

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