How Much Is Too Much? The Collective Impact of Repetition and Position in Multi-Segment Sports Broadcast

This study explored the collective impact of repetition and position on advertising effectiveness as evidenced through recognition and likeability of advertisements that were broadcast at different times in the Super Bowl.

How Much Is Too Much? The Collective Impact of Repetition and Position in Multi-Segment Sports Broadcast

Yongick Jeong

Louisiana State University

Hai Tran

DePaul University

Xinshu Zhao

Hong Kong Baptist University

Management slant

  • Overall, the pattern of ad repetition in multi-segment sports broadcast supports strong primacy tendency. This study evaluated ad effectiveness of four years of Super Bowl commercials. Overall, the pattern of ad repetition in multi-segment sports broadcast supports a strong primary tendency, that is people are more likely to remember ads early in the program.
  • Repeated exposures positively influence brand recognition, but overexposure negatively affects advertising liking.
  • Placement...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands