Prof. Charles R. Taylor (Villanova University)
Zeit: 11.00 - 12.30 Uhr
Ort: Kaulbachstr. 45, Raum E006
Titel: The impact of Super Bowl advertising on financial and brand performance
The authors provide an overview of their research on the impact of Super Bowl advertising on stock prices and brand equity measures. The studies include multiple methods and examine whether running Super Bowl ads are typically worth the $5 million price tag. The authors are also analyzing the degree to which various executional factors have an impact on the effectiveness of Super Bowl advertising. Data from Yougov’s daily tracking panel is used to assess brand equity. General findings are suggestive in variation of the effectiveness of Super Bowl ads, with an average ad having a positive impact on brand equity over a period of about one month.