Super Returns to Super Bowl Ads?∗
نویسندگان
چکیده
This paper uses a natural experiment—the Super Bowl—to study the 2 causal effect of advertising on demand for movies. Identification of 3 the causal effect rests on two points: 1) Super Bowl ads are purchased 4 before advertisers know which teams will play; 2) home cities of the 5 teams that are playing will have proportionally more viewers that 6 other cities. We find that the movies in our sample experience on 7 average incremental opening weekend ticket sales of about $8.4 million 8 from a $3 million Super Bowl advertisement. 9
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