The Practicality of Super Bowl Advertising for New Products and Companies
Document Type
Review
Publication Date
2-23-2006
Description
Companies that advertise during the Super Bowl can reach 40 million U.S. households with a 30-second commercial spot, but the cost can exceed $2 million. This research examines Nielsen television ratings and expenses for related commercial spots and suggests that the Super Bowl is not always the best site for introducing new companies or products to the marketplace. ANOVA test results indicate that younger companies may better affect purchase decisions by advertising more frequently during less expensive programming slots.
Citation Information
Dotterweich, Douglas; and Collins, Kimberly S.. 2006. The Practicality of Super Bowl Advertising for New Products and Companies. Journal of Promotion Management. Vol.11(4). 19-31. https://doi.org/10.1300/J057v11n04_03 ISSN: 1049-6491