Super Bowl Advertising Effectiveness: Hollywood Finds the Games Golden

Rama Yelkur, Chuck Tomkovick and Patty Traczyk

Journal of Advertising Research, 2004, vol. 44, issue 01, pages 143-159

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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