For a mere $2.6 million, advertisers can raise their stock prices by about 1 percent.
Researchers at the University of Colorado’s Leeds School of Business reported Tuesday that companies that say they are buying advertising slots during the Super Bowl may boost their stock prices by about 1 percent.
Margaret Campbell, associate professor of marketing, and Eric Hughson, associate professor of finance, said companies that have not recently advertised during the game can help their stock prices by announcing Super Bowl ads.
The average cost for a 30-second spot this year is reportedly $2.6 million.
Campbell and Hughson also found that perennial Super Bowl advertisers such as Budweiser do not see an impact on their stock prices, probably because investors expect them to advertise every year. They also noted that any impact on stock prices occurred at the time of the announcement, rather than the day after the ad ran.
Campbell and Hughson examined stock-price histories and Super Bowl-related announcements for every publicly traded corporation that advertised during the Super Bowl from 1989 to 2003.
