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Media Memo: Super Bowl Stocks Again Outperform S&P 500 Index

TO: News/Assignment Editors and Directors

FROM: Judy Berthiaume, Director

DATE: Feb. 11, 2008

SUBJECT: Super Bowl Stocks Again Outperform S&P 500 Index

The aggregate stock price of publicly traded firms that ran in-game advertisements during the 2008 Super Bowl outperformed the Standard & Poors 500 index by a full 2 percent for the weeks immediately prior to and following the game (i.e. Monday before the Super Bowl through to the Friday after the game).

This finding is continued validation for the Super Bowl stock price "bump" previously identified by University of Wisconsin-Eau Claire marketing professors Dr. Chuck Tomkovick and Dr. Rama Yelkur.

Tomkovick and Yelkur's research was widely reported by media throughout the United States in the weeks leading up to the 2008 game.

Tomkovick and Yelkur found that Super Bowl stocks have outperformed the S&P 500 in 11 of the last 13 years (1996-2008). The stocks of publicly traded companies on U.S. stock exchanges that advertised during the football championship game outperformed the S&P index by 1.3 percent. In the best of the 13 years, Super Bowl stocks outperformed the index by more than 4 percent. In the worst of the 13 years, Super Bowl stocks underperformed the index by less than 1 percent.

If an investor bought every publicly traded Super Bowl stock on the Monday before the 2008 Super Bowl and sold them all five days after the game, the investor would be up by 2 percent over the S&P 500 during that same time period, according to Tomkovick and Yelkur.

The researchers offered three reasons for their findings: brand activation in terms of enhanced product distribution and accompanying POS/POP material, media buzz, and the projection of confidence to the various financial communities.

A news release and fact sheet about the research can be found online.

For more information, contact:

Dr. Chuck Tomkovick, tomkovcl@uwec.edu, 715-836-2529
Dr. Rama Yelkur, yelkurr@uwec.edu, 715-836-4674

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