Signing high-priced players may increase a team's profitability by driving increased revenue from multiple sources. A survey of MLB fans found that most would view more games on TV, especially when a new star player debuts for their favorite team. However, the survey surprisingly found that most fans would not actually attend more live games if a star player was signed. Regression analysis confirmed a strong relationship between a fan's excitement level over a player signing and their increased likelihood to watch more TV and buy more merchandise. However, excitement did not correlate with attending more live games. So signing stars mainly boosts TV viewership and merchandise sales revenue rather than ticket revenue.