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 strategies that have more repeated exposures to the same brand in the earlier part of a broadcast would increase brand recognition.
  • Placement strategies that have an early and single exposure to the brand would result in more positive effects on the likeability of advertisements.