Super Bowl Ads
Hartmann first author. Super Bowl ratings data were combined with weekly beer and soda sales, using the fact that a brand cannot choose how many impressions it receives in each market. Pre-game sales reveal which brands people buy to drink during the game, but that is unrelated to whether a brand ever advertised, which rejects the theory that the advertising works as a complement to consumption. Post-game effects concentrated in weeks with later sporting events.
Hartmann first author. Super Bowl ratings data were combined with weekly beer and soda sales, using the fact that a brand cannot choose how many impressions it receives in each market. Pre-game sales reveal which brands people buy to drink during the game, but that is unrelated to whether a brand ever advertised, which rejects the theory that the advertising works as a complement to consumption. Post-game effects concentrated in weeks with later sporting events.
Written from the abstract read 2026-10-18.
What our sources record
Recorded when this source was checked, figures included, with page references and quotation marks removed.
Hartmann, W. R., & Klapper, D. (2018). 'Super Bowl Ads.' Marketing Science, 37(1), 78-96. doi:10.1287/mksc.2017.1055.