INFORMS Open Forum

Are Super Bowl ads worth it? New research indicates sales benefits persist well into the year during "March Madness," MLB and NBA games

  • 1.  Are Super Bowl ads worth it? New research indicates sales benefits persist well into the year during "March Madness," MLB and NBA games

    Posted 01-05-2018 10:48
    The 2018 Super Bowl arrives in a few weeks and over 40 percent of U.S. households will watch the game on TV. With a 30-second TV commercial priced at over $4 million, some advertisers may debate whether these ads are worth the cost. A new study finds that the benefits from the Super Bowl ads actually persist well into the year with increased sales during sporting events like the NCAA's "March Madness," NBA playoffs, and MLB games. According to this new research a Budweiser ad increased sales during these later sporting events. Further, the research finds that the gains in sales are much more substantial when the advertiser is the sole advertiser from its market category or niche in a particular event.

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    Ashley Kilgore
    Manager, Public Relations
    INFORMS
    Catonsville MD
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