Since the early seasons if televised Premier League football, live viewing audiences on BSkyB’s coverage of Premier League matches have been growing, although there has been some stagnation along the way. During the early part of the 1990s, there was a steady rise in television audiences, up to the mid – 1990s. The novelty of live televised football and the absence of competition are the likely explanations for this rise. This was followed by a sharp decline during the latter part of that decade. The reasons for this are less obvious and areas of research should focus on issues as the teams which made up the league during this period and scheduling. Since the halt in decline of audience viewing figures in the 1999 – 2000 season, total audience figures in the league have been consistently rising to a high of approximately 120m viewer per season (see Figure 10.2).