Portal de Periódicos da CAPES

Analysis on the Relationship between “Super Bowl Ads” and Related Companies

2020; EDP Sciences; Volume: 214; Linguagem: Inglês

10.1051/e3sconf/202021402029

2555-0403

Siyong Yu,

Digital Marketing and Social Media

Super Bowl, one of the most irreplaceable activities that US families prefer to attend annually, serves as a platform full of opportunities for the business world. The advertisements appeared during the breaks of the game, known as “Super Bowl ads”, have become the most effective means for companies to attract potential customers. From the price of $37,500 per 30 seconds at Super Bowl I to that of $4.5 million per 30 seconds at Super Bowl XLIX, this means of propagating products has become increasingly expensive until today [1]. Thus, a question has been inevitably raised that is this worthy for companies to spend millions of dollars just in exchange of the appearance of their logos on a special TV program? Therefore, the research finding the effects on companies after the end of their Super Bowl advertising should be undoubtedly needed and established.