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Super Bowl Advertisers See Spike In Stock Value
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Published: January 27, 2009
TAMPA - Who knew that a key to a rebound on Wall Street could be a TV ad during Super Bowl.
Researchers at Cornell University and the University at Buffalo found that the stock of companies that advertise during the Super Bowl will outperform the market by more than 1.5 percent in the 20 days after the game. The study will be published in the academic journal Economic Letters.
The increase in market value can offset the cost of advertising, researchers found.
For example, an advertiser with a market capitalization of $80 billion would increase market value by $1.2 billion, which would cover even the most expensive TV ads.
Companies with the top 10 most liked commercials each year outperformed the bottom 10 advertisers by nearly 2 percent in the 20 days after the game, the study found.
Reporter Ted Jackovics can be reached at (813) 259-7817.
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