Companies will spend an enormous amount of money on Super Bowl commercials during Sunday's big game. Sporting News reported that companies will spend an average of $7 million for a 30-second Super Bowl commercial. Of course, you might be wondering: How much of an impact do those commercials have on subsequent purchases? I dug through some research on the topic, and I found one particularly interesting paper by Wesley R. Hartmann and Daniel Klapper. They published their research in Marketing Science several years ago.
Hartmann and Klapper examined how commercials impacted sales after the Super Bowl. They found a positive relationship between the advertising and product purchases during a subsequent sporting event. Specifically, they examined how Super Bowl ads impacted consumption of products such as beer during the March Madness college basketball tournament, which takes place about 5-6 weeks after the Super Bowl. Here is their summary of the findings from the research:
We measure the effect of ad viewership on post–Super Bowl sales. Without an obvious horizon for the effects, we measure the effect separately for each week following the game. While the first few weeks appear to follow a typical decay pattern, the advertising effects show resurgence in weeks when shoppers make purchases to consume during subsequent major sports broadcasts. This pattern suggests the hypothesis that Super Bowl advertising may build a complementarity with sports viewership more broadly. To test this, we collected market-week-level data on viewership of the National Collegiate Athletic Association (NCAA) basketball tournament and interacted it with the Super Bowl ad exposures. We found that purchases for consumption during viewership of the NCAA tournament were augmented if the brand’s Super Bowl ad viewership was high.
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