Super Bowl Ad Likeability and Stock Performance of Advertisers : a Longitudinal Analysis of the Relationship and Trends.

Abstract

In this study, stock price performance of Super Bowl advertisers is the dependent variable of interest. Ad likeability, industry type, and advertiser experience were the independent variables examined. Stock price changes were analyzed for both the day after the event and for the two-week period encompassing the event. Industry type was found to be related to stock price performance the day after the game. Advertiser experience was found to be negatively related to stock performance for the two-week period. No relationship was found between ad likeability and stock performance.