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Super Bowl Advertising Effectiveness: Hollywood Finds the Games Golden

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  • YELKUR, RAMA
  • TOMKOVICK, CHUCK
  • TRACZYK, PATTY
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    Abstract

    Super Bowl advertising receives considerable media attention each year, in part, because of the large TV audience the event attracts. Since 2000, advertisers have spent an average of over $2 million to run 30-second advertisements in these games. The question is often asked: Are these ads worth it? This study examines Super Bowl advertising effectiveness from the Hollywood movie industry s perspective. Results indicate that the average Super Bowl promoted film achieved twice as much first weekend, first week, and total U.S. box office revenue than its average non-Super Bowl promoted movie counterpart for the years 1998 2001. When all movies with production budgets of $35 million or more and U.S. release dates within 7 months of the 1998 2001 Super Bowls were considered, Super Bowl promoted movies grossed nearly 40 percent more than non-Super Bowl promoted movies. Conclusions are drawn and future research directions are outlined.

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    Bibliographic Info

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 44 (2004)
    Issue (Month): 01 (March)
    Pages: 143-159

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    Handle: RePEc:cup:jadres:v:44:y:2004:i:01:p:143-159_04

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    Cited by:
    1. Pyun, Do Young & James, Jeffrey D., 2011. "Attitude toward advertising through sport: A theoretical framework," Sport Management Review, Elsevier, vol. 14(1), pages 33-41, February.

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