The Practicality of Super Bowl Advertising for New Products and Companies

Douglas P. Dotterweich

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Market Behavior and Pricing

Abstract

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.

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1997Advertising Repetition as a Signal of Quality: If It's Advertised So Much, Something Must Be Wrong 2001The 22 Immutable Laws of Branding 1997Effective Frequency: One Exposure or Three Factors?2000An Empirical Investigation of Advertising Wearin and Wearout 1999The 22 Immutable Laws of Branding:1997Effective Frequency: Then and Now

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