Super Bowl Advertising Effectiveness : Is There a Return on Investment Based on Stock Market Data.
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Huegel, Justin
Rozumalski, Dan
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Abstract
This study examines whether advertisers in the 1996-2008 Super Bowls experienced a stock price gain relative to the more broad-based S&P 500 market performance for the week immediately before and after the game. The study also examines whether a significant difference exists between the daily stock price changes of Super Bowl stocks relative to the S&P 500 market performance over the ten trading days bracketing the event.
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Color poster with text and graphs describing research conducted by Justin Huegel and Dan Rozumalski, advised by Charles L. Tomkovick and Rama Yelkur.
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University of Wisconsin--Eau Claire Office of Research and Sponsored Programs.