The Secret Sauce for Super Bowl Advertising: What Makes Marketing Work in the World's Most Watched Event?

This study investigated the relationship between Super Bowl advertising and advertisers’ market valuation, identifying several factors that influence the financial rewards of this media-placement strategy.

The Secret Sauce for Super Bowl Advertising: What Makes Marketing Work in the World’s Most Watched Event?

Jin-Woo Kim

Georgia Southern University

Traci H. Freling and Douglas B. Grisaffe

University of Texas, Arlington

Management slant

  • Because of its popularity, the Super Bowl is routinely among the top-rated U.S. television programs, with about half of Americans watching the game and seeing the embedded advertising.
  • Super Bowl exposure, however, comes with a steadily increasing steep price tag: this year, each 30-second Super Bowl spot cost $3.5 million.
  • Mounting evidence suggests advertising influences...

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