“Why the Anomaly that is Super Bowl Marketing is a Justifiable Investment”

By now, we have well established that the Super Bowl is the holy grail of marketing, the championship for the battle of the brands, and the ultimate showcase of creative prowess which determines bragging rights. This American phenomenon is the exception, because it’s the one time on the calendar where viewers are mesmerized by commercials instead of tuning them out as noise. There are critical strategic objectives which can be satisfied, revolutionizing the brand in the eyes of the consumer and drastically expanding brand awareness. We know the vast benefits that well-executed marketing schemes can have for companies, especially during the Super Bowl, which initiate significant implications. The proof of effectiveness is obvious when observing statistics for the 2018 Super Bowl: • An average viewership of 103.4 million, escalating to 112.3 million at the end of the game. (Nielsen 2018) • 68% of homes with functioning T.V’s were tuned into the Super Bowl broadcast. (Nielsen 2018) • 170.7 million social media interactions across Facebook, Instagram, and Twitter. (Nielsen 2018) • Digital viewership of 2.02 million viewers a minute, a streaming record. (Nielsen 2018) • Price of 30 second advertisement maximized at $5.2 million (American Marketing Association) • Aggregate Super Bowl ad spending over 52 year history (1967-2018):$6.9 billion adjusted for inflation. (AdAge 2018) Granted, there are some viable concerns associated with Super Bowl advertising. Because of immense scrutiny, marketers need to be conscious of the impact repercussions of attempting to make a statement which backfires can have. Attending to and reconciling public backlash can be difficult and can severely damage brand perception. Negative news surrounding the NFL have also been hot topics of debate recently. However, while some of these issues may erode some viewership in the short run, as 2018 statistics minimally decreased from 2017, the future trajectory of the Super Bowl is not truly threatened. Actually, the New York Times (Maheshwari, 2018) explains how “In an era of cord-cutting and ad-skipping, the Super Bowl is a sweet salve for the nation’s marketers.” Because of the evolution of on-demand, marketers are forced to deliberate if T.V. advertisements are worth it, with one exception: live sports. The Atlantic (Thompson, 2013) portrays this concept perfectly, stating “But in a time-delayed video world, the biggest games still drive dependable live audiences, making sports rights the most valuable resource in the whole TV ecosystem.” The consequence of this reality: almost no one records on-demand sports to skip the commercials because we can’t avoid the social media buzz which chronicles how games develop. Because the love for sports will never expire, the Super Bowl will never become obsolete for marketers. At the end of the day, the Super Bowl is the marketing anomaly that has solidified its stranglehold as the pinnacle of advertising. The big game is so rooted into American culture that Super Bowl Sunday has become a holiday for millions across our great nation. As CNN Money (Disis, 2018) explains, “It\u27s simple. The NFL\u27s marquee event is TV\u27s biggest game in town, and nothing else even comes close.” Marketers who need to distinguish their brand as a supreme offering to secure competitive advantage over competitors (ahem, everyone) need to seize the moment. The habitual winners of Super Bowl advertising significantly elevate their status in the hearts and minds of the American people. My declared Super Bowl advertising champion, Anheuser-Busch InBev (responsible for Budweiser and Bud Light), absolutely dominates the American beer market. Super Bowl regulars undoubtedly think of Budweiser’s “Puppy Love” (2014) spot with the legendary Clydesdales or the dramatic “Bud Bowl” (1989-91) series when they crack a cold brew. My theory: it’s no mistake that the best in the Super Bowl advertising realm is also the “King of Beers” because of their supreme strategy and execution on the marketing gridiron’s biggest stage

An Evaluation of the Economic Impact of National Football League Mega-events

This paper evaluates the magnitude and the economic impact of NFL mega-events including the Pro Bowl and Super Bowl. The paper also reviews the theory behind the usual findings that the observed economic benefits of mega-events are almost always a fraction of the benefits claimed a priori.football, impact analysis, Super Bowl, sports, mega-event, Pro Bowl

Large Scale Patterned Growth Of Aligned One-dimensional Nanostructures

A method of making nanostructures using a self-assembled monolayer of organic spheres is disclosed. The nanostructures include bowl-shaped structures and patterned elongated nanostructures. A bowl-shaped nanostructure with a nanorod grown from a conductive substrate through the bowl-shaped nanostructure may be configured as a field emitter or a vertical field effect transistor. A method of separating nanoparticles of a desired size employs an array of bowl-shaped structures.Georgia Tech Research Corporatio

Bowling in Hawaii: Examining the Effectiveness of Sports-Based Tourism Strategies

We use daily airplane arrival data from Hawaii’s Department of Business, Economic Development, and Tourism to determine the net change in tourism for a variety of sporting events. We find two events generate a positive and significant net impact on arrivals: Honolulu Marathon and Pro Bowl. We estimate that the Honolulu Marathon produces between 2,183 and 6,519 in net arrivals while the Pro Bowl attracts about 5,595 to 6,725 in net arrivals. At the upper end of our estimates, the Honolulu Marathon and the Pro Bowl attract a nearly identical number of visitors despite the fact that the HTA spends nearly two-thirds of its budget on the rights to the Pro Bowl and spends nothing for the Hawaii Marathon. Neither event attracts the number of net arrivals claimed by its sponsor, and other sporting events do not generate any identifiable impact on tourist arrivals whatsoever.sports, stadiums, impact analysis, mega-event, tourism, marathons, Pro Bowl

Bowling in Hawaii: Examining the Effectiveness of Sports-Based Tourism Strategies

We use daily airplane arrival data from Hawaii’s Department of Business, Economic Development, and Tourism to determine the net change in tourism for a variety of sporting events. We find two events generate a positive and significant net impact on arrivals: Honolulu Marathon and Pro Bowl. We estimate that the Honolulu Marathon produces between 2,183 and 6,519 in net arrivals while the Pro Bowl attracts about 5,595 to 6,725 in net arrivals. At the upper end of our estimates, the Honolulu Marathon and the Pro Bowl attract a nearly identical number of visitors despite the fact that the HTA spends nearly two-thirds of its budget on the rights to the Pro Bowl and spends nothing for the Hawaii Marathon. Neither event attracts the number of net arrivals claimed by its sponsor, and other sporting events do not generate any identifiable impact on tourist arrivals whatsoever.sports, stadiums, impact analysis, mega-event, tourism, marathons, Pro Bowl

The Bowl Championship Series: A Mathematical Review

We discuss individual components of the college football Bowl Championship Series, compare with a simple algorithm defined by random walks on a biased graph, attempt to predict whether the proposed changes will truly lead to increased BCS bowl access for non-BCS schools, and conclude by arguing that the true problem with the BCS Standings lies not in the computer algorithms, but rather in misguided addition.Comment: 12 pages, 2 figures, submitted to Notices of the AM

Research Note : Contrary Evidence on the Economic Impact of the Super Bowl on the Victorious City

Previous research has indicated a surprising statistically significant impact on the local economy in the city that wins the Super Bowl. An analysis of personal income growth in victorious Super Bowl cities from 1972-2000 cannot further confirm these results, finding no statistically significant effect on the local economies of these cities.

Padding Required: Assessing the Economic Impact of the Super Bowl

Civic boosters generally have estimated the Super Bowl to have an impact of $300 to$400 million on a host city’s economy. The National Football League has used the promise of an economic windfall to convince skeptical cities that investments in new stadiums for their teams in exchange for the right to host the event makes economic sense. Evidence from host cities from 1970-2001 indicates the Super Bowl contributes approximately one-quarter of what the boosters have promised and that the game could not have contributed by any reasonable standard of statistical significance, more than $300 million to host economies.football, impact analysis, Super Bowl, sports, mega-event