Intent-to-Purchase and Mega-Special-Event Sponsorship: A Longitudinal Analysis of the Super Bowl

2014 ◽  
pp. 202-202
Author(s):  
Norm O’Reilly ◽  
Mark Lyberger ◽  
Larry McCarthy ◽  
Benoit Seguin ◽  
John Nadeau
Keyword(s):  
Longitudinal Analysis ◽  
Super Bowl ◽  
Special Event ◽  
Intent To Purchase

Mega-Special-Event Promotions and Intent to Purchase: A Longitudinal Analysis of the Super Bowl

2008 ◽  
Vol 22 (4) ◽  
pp. 392-409 ◽  
Author(s):  
Norm O’Reilly ◽  
Mark Lyberger ◽  
Larry McCarthy ◽  
Benoît Séguin ◽  
John Nadeau
Keyword(s):  
Longitudinal Analysis ◽  
Television Programs ◽  
Super Bowl ◽  
Special Event ◽  
Intent To Purchase ◽  
Special Events ◽  
Consumer Markets ◽  
The World ◽  
Sponsorship Effectiveness ◽  
Television Audience

Mega-special-event properties (sponsees) have the ability to attain significant resources through sponsorship by offering exclusive promotional opportunities that target sizeable consumer markets and attract sponsors. The Super Bowl, one of the most watched television programs in the world, was selected as the mega-special-event for this study as it provides a rare environment where a portion of the television audience tunes in specifically for the purpose of watching new and entertaining commercials. A longitudinal analysis of consumer opinion related to the 1998, 2000, 2002, 2004, and 2006 Super Bowls provides empirical evidence that questions the ability of Super Bowl sponsorship to influence the sales of sponsor offerings. Results pertaining to consumers’ intent to purchase sponsors’ products—one of the most sought after metrics in relating sponsorship effectiveness to sales—demonstrate that levels of intent-to-purchase inspired by sponsorship of the Super Bowl is relatively low and, most importantly, that increases are not being achieved over time. These findings have implications for both mega-sponsees and their sponsors as well as media enterprise diffusing mega-special-events.

A longitudinal analysis of the changing roles of gender in advertising: a content analysis of Super Bowl commercials

2016 ◽  
Vol 35 (5) ◽  
pp. 888-906 ◽  
Author(s):  
Leonidas Hatzithomas ◽  
Christina Boutsouki ◽  
Paschalina Ziamou
Keyword(s):  
Content Analysis ◽  
Longitudinal Analysis ◽  
Super Bowl ◽  
Changing Roles

Leptin increases during weight gain reach an upper maximal plateau: Longitudinal analysis in children

2005 ◽  
Vol 94 (0) ◽  
pp. 50b-50
Author(s):  
J Holm ◽  
M Gamborg ◽  
S Gammeltoft ◽  
L Ward ◽  
B Heitmann ◽  
...  
Keyword(s):  
Weight Gain ◽  
Longitudinal Analysis

Leptin declines in two phases during weight loss: Longitudinal analysis in children

2005 ◽  
Vol 94 (0) ◽  
pp. 53a-53
Author(s):  
J Holm ◽  
M Gamborg ◽  
S Gammeltoft ◽  
L Ward ◽  
B Heitmann ◽  
...  
Keyword(s):  
Weight Loss ◽  
Longitudinal Analysis ◽  
Two Phases

Well-being Among Family Caregivers in Canada: Longitudinal Analysis of the National Population Health Survey

2004 ◽  
Author(s):  
Jill Cameron ◽  
Donna Stewart ◽  
George Tomlinson ◽  
Ren e-Louise Franche ◽  
Ilene Hyman ◽  
...  
Keyword(s):  
Family Caregivers ◽  
Population Health ◽  
Health Survey ◽  
Longitudinal Analysis ◽  
Well Being ◽  
National Population Health Survey ◽  
National Population
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