The Secret Sauce for Super Bowl Advertising: What Makes Marketing Work in the World’s Most Watched Event?
Georgia Southern University
University of Texas, Arlington
- 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 investor decision making and has an impact on the financial performance of firms.
- Event study shows that Super Bowl advertising results in an average 0.8 percent increase in advertisers' stock prices.
- The combined use of likeable characters with either emotional appeals or approach messages is positively associated with firm valuation.