Does Bat Day Make Cents? The Effect of Promotions on the Demand for Major League Baseball
AbstractA primary objective of sport marketers in the professional sport setting is to develop strategies to increase game attendance. Historically, one of the strategies to accomplish this goal has been the utilization of special promotions. This paper studied the impact of promotions on attendance at professional sport games. Specifically, this research examines (1) the overall effect of promotions on attendance, and (2) the marginal impact on attendance of additional promotional days. Using a data set containing 1500 observations, we find that a promotion increases single game attendance by about 14%. Additionally, increasing the number of promotions has a negative effect on the marginal impact of each promotion. The loss from this watering down effect, however, is outweighed by the gain from having an extra promotion day.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 25739.
Date of creation: Jan 2000
Date of revision:
Publication status: Published in Journal of Sport Management 14.1(2000): pp. 8-27
baseball; promotions; giveaways; regression; demand; economics;
Find related papers by JEL classification:
- D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
- L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Scully, Gerald W, 1974. "Pay and Performance in Major League Baseball," American Economic Review, American Economic Association, vol. 64(6), pages 915-30, December.
- Winer, Russell S, 1986. " A Reference Price Model of Brand Choice for Frequently Purchased Products," Journal of Consumer Research, University of Chicago Press, vol. 13(2), pages 250-56, September.
- Hoang, Ha & Rascher, Dan, 1999. "The NBA, Exit Discrimination, and Career Earnings," MPRA Paper 3542, University Library of Munich, Germany.
- Randy Silvers & Raul Susmel, 2014. "Compensation of a Manager: The Case of Major League Baseball," Economics Series 2014_4, Deakin University, Faculty of Business and Law, School of Accounting, Economics and Finance.
- Matt, Brown & Daniel, Rascher & Wesley, Ward, 2006.
"The use of Public Funds for Private Benefit: An Examination of the Relationship between Public Stadium Funding and Ticket Prices in the National Football League,"
25831, University Library of Munich, Germany.
- Matthew T. Brown & Daniel A. Rascher & Wesley M. Ward, 2006. "The Use of Public Funds for Private Benefit: An Examination of the Relationship Between Public Stadium Funding and Ticket Prices in the National Football League," International Journal of Sport Finance, Fitness Information Technology, vol. 1(2), pages 109-118, May.
- Rodney J. Paul & Kristin K. Paul & Michael Toma & Andrew Brennan, 2007. "Attendance in the NY-Penn Baseball League: Effects of Performance, Demographics, and Promotions," New York Economic Review, New York State Economics Association (NYSEA), New York State Economics Association (NYSEA), vol. 38(1), pages 72-81.
- Men-Andri Benz & Leif Brandes & Egon Franck, 2009.
"Do Soccer Associations Really Spend On A Good Thing? Empirical Evidence On Heterogeneity In The Consumer Response To Match Uncertainty Of Outcome,"
Contemporary Economic Policy,
Western Economic Association International, vol. 27(2), pages 216-235, 04.
- Men-Andri Benz & Leif Brandes & Egon Franck, 2006. "Do Soccer Associations Really Spend on a Good Thing? Empirical Evidence on Heterogeneity in the Consumer Response to Match Uncertainty of Outcome," Working Papers 0048, University of Zurich, Institute for Strategy and Business Economics (ISU), revised 2008.
- Men-Andri Benz & Leif Brandes & Egon Franck, 2006. "Do Soccer Associations Really Spend on a Good Thing? Empirical Evidence on Heterogeneity in the Consumer Response to Match Uncertainty of Outcome," Working Papers 0009, University of Zurich, Center for Research in Sports Administration (CRSA), revised 2008.
- Braunstein, Jessica R. & Zhang, James J. & Trail, Galen T. & Gibson, Heather J., 2005. "Dimensions of Market Demand Associated with Pre-season Training: Development of a Scale for Major League Baseball Spring Training," Sport Management Review, Elsevier, vol. 8(3), pages 271-296, November.
- Andrew Turner, 2013. "The Effect of Major League Baseball Rehab Assignments on Attendance in the International Baseball League," New York Economic Review, New York State Economics Association (NYSEA), New York State Economics Association (NYSEA), vol. 44(1), pages 77-94.
- McEvoy, Chad D. & Nagel, Mark S. & DeSchriver, Timothy D. & Brown, Matthew T., 2005. "Facility Age and Attendance in Major League Baseball," Sport Management Review, Elsevier, vol. 8(1), pages 19-41, May.
- Daniel, Rascher & Chad, McEvoy & Mark, Nagel & Matt, Brown, 2007. "Variable Ticket Pricing in Major League Baseball," MPRA Paper 25803, University Library of Munich, Germany.
- Rascher, Daniel & Rascher, Heather, 2004. "NBA Expansion and Relocation: A Viability Study of Various Cities," MPRA Paper 25740, University Library of Munich, Germany.
- Daniel, Rascher & Andrew, Schwarz, 2010. "Illustrations of Price Discrimination in Baseball," MPRA Paper 25807, University Library of Munich, Germany.
- Rodney J. Paul & Robert Chatt, 2011. "Regional Differences in Fan Preferences for Minor League Hockey: The AHL," New York Economic Review, New York State Economics Association (NYSEA), New York State Economics Association (NYSEA), vol. 42(1), pages 63-73.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Ekkehart Schlicht).
If references are entirely missing, you can add them using this form.