As such, it seems at least likely that the viewing behavior of those individuals in their midlife phase (e.g., in early adulthood, adulthood), i.e., individuals with less discretionary time (e.g., Bowen and Riley, 2005), (13) might be more responsive to, for example, variations in the scheduling and also the weather of an international football game than the viewing behavior of those individuals in their late life phase (e.g., best agers), i.e., individuals with considerable discretionary time.
Although it is quite likely that the decision of these extremely young audiences is not a conscious decision in favor of probable close international football games, running additional seemingly unrelated regression (SUR) models followed by Wald tests reveals that best agers seem, in fact, to significantly differ from almost all the remaining groups when it comes to the role of suspense in shaping the decision to watch an international DFB game.
In fact, again with the exception of extremely young TV audiences, we observe a similar pattern for audiences in school age, adolescent, early adulthood and also for best agers, who all seem to become more interested in an international football game as the presence of superstars/talent increases.
For example, we observe a positive effect of both HOME and PUBLIC only among best agers, while a game kicked-off at PRIME TIME unsurprisingly increases international football demand among TV audiences in adolescence, early adulthood, adulthood, and also best agers, and decreases the absolute number of extremely young TV audiences, but, also seems to have no significant effect on school kids.
This is particularly surprising because, in rapidly aging societies like Germany, where the share of the so-called best agers (65+ years) is likely to successively increase from about 23 percent in 2020 to about 31 percent in 2040 (Statistisches Bundesamt, 2015), differences between at least two consumer groups, digital natives (i.e., today's children and young adults) and digital immigrants (today's best ager), might become more significant over time.