Super bowl XLVII TV advertising in the USA: male and female impressions among college students

Okan Akcay and M. Halim Dalgin ()
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Okan Akcay: Kutztown University
M. Halim Dalgin: Kutztown University

Eurasian Business Review, 2016, vol. 6, issue 1, No 2, 25-36

Abstract: Abstract The Super Bowl is one of the highest profile sporting events in the USA. Each year, over 100 million American consumers watch the Super Bowl. Its popularity is driving marketing forces such as TV commercials, corporate sponsorship, publicity, social media, entertainment and economic activities at the host cities. This research paper analyzes the impressions of XLVII Super Bowl Advertising among college students to determine what characteristics of the ads were significant what implications there may be for Super Bowl advertisers. Among other things, our probit model indicates that a commercial that is perceived to be sexier, other things being equal, has a 30 % higher chance of convincing the consumer to try it regardless of whether the consumer is a male or female. Furthermore, our results show that disappointing commercials have about a 24 % less chance of persuasion. Moreover, the likelihood of trying a product whose commercial was disappointing, not perceived to be sexy, cool, or funny is about 41 % less than a product whose commercial was perceived to be otherwise.

Keywords: Marketing; Sports marketing; Super bowl advertising and consumer behavior (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/s40821-015-0032-2

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