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| Author: | Yelkur, R. Tomkovick, C. Traczyk, P. |
| Title: | Super Bowl advertising effectiveness: Hollywood finds the games golden |
| Journal: | Journal of Advertising Research
2004 : MAR, VOL. 44:1, p. 143-159 |
| Index terms: | Advertising Effectiveness Marketing Broadcasting industry Film industry Sports industry USA |
| Language: | eng |
| Abstract: | In the United States (U.S), the Super Bowl (hereafter as: SB.) advertising (here as: adv.) receives considerable media attention each year, partly due to the large TV audience. Since 2000, advertisers have spent an average of over USD 2 million to run 30-second ads in SB. It is often asked: "Are these ads worth it?" This study examines SB. adv. effectiveness from the Hollywood movie industry's perspective. Results indicate that the average SB. promoted film (here as: p-m.) achieved twice as much first weekend, first week, and total U.S. box office revenue than its average non-SB. p-m. counterpart for the years 1998-2001. When all movies with production budgets of USD 35 million or more and U.S. release dates within 7 months of the 1998-2001 SB. were considered, SB. p-m. grossed nearly 40 percent more than non-SB. p-m. |
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