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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)


Super Bowl Ads Linked to Firm Value Enhancement

Author(s): Chuck Tomkovick, Rama Yelkur, Daniel Rozumalski, Ashley Hofer, Cory J. Coulombe

Citation: Chuck Tomkovick, Rama Yelkur, Daniel Rozumalski, Ashley Hofer, Cory J. Coulombe, (2011) "Super Bowl Ads Linked to Firm Value Enhancement" Vol. 5, Iss. 2, pp. 29 - 43

Article Type: Research paper

Publisher: North American Business Press


In this study, stock prices of publicly traded Super Bowl advertisers were compared with the S&P 500 for
the years 1996-2010. Results indicated Super Bowl stocks outperformed the S&P 500 by over 1.0 percent
in the test period. A performance difference was also identified across the ten trading days. No such
significant results were detected in the control period. Additionally, no Super Bowl stock price
performance differences were found related to ad likeability or industry category. This research indicates
that advertising in the Super Bowl may be a tradable event independent of actual ad content, ad
popularity, or industry category.