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...