The student-faculty collaborative research project, Marketing and the Movies: What Drives U.S. Box Office Revenue, received second place in the Business and Professional Studies category at the 13th Annual UW-Eau Claire Student Research Day. The award-winning research team consisted of students Amanda Sutherland and Brett Welter, and marketing faculty members Dr. Chuck Tomkovick and Dr. Rama Yelkur.
The marketing study tested several hypotheses regarding Super Bowl advertising effectiveness and Super Bowl advertising recall. The research sample includes 364 high school and college students in one Midwestern city.
Significant results were found for all nine Super Bowl movie ads studied. Respondents who saw movie trailers for upcoming movies during the Super Bowl telecast indicated they were more likely to attend these movies in the theatres than the respondents who did not see the advertisements.
Advertiser’s efforts during the 2005 Super Bowl broadcast appear be successful. Five of the nine 2005 Super Bowl movies have premiered with four of these five movies achieving number one standing in the US Box Office their opening weekends.
The study shows that Hollywood studios should continue to advertise youth-oriented, male-oriented, action and comedy movies during the Super Bowl. The findings may also encourage Hollywood studios to advertise select upcoming movies in other highly televised events. Knowing the potential effectiveness of Super Bowl movie ads may allow networks to negotiate more favorably for future in-game ad rates.
The Student Research Day is an annual event organized by the UW-Eau Claire Office of Research and Sponsored Programs.