Assessing Advertising Efficiency: The Case of Super Bowl Advertising

Document Type

Article

Publication Date

3-2014

Publication Title

Review of Business Research

DOI

10.18374/RBR-14-1.2

Abstract

This study strives to assess advertising efficiency of Super Bowl advertisers. Data Envelopment Analysis (DEA) is used to assess advertising executional efficiency. Four advertising executional factors were considered as DEA inputs: advertising expense, advertising length (seconds), frequency (count) and, number of brands promoted. Two types of advertising effectiveness were included as DEA outputs: Ad Meter ratings and Nielsen ratings. Result shows that not all the Super Bowl advertisers are efficient in creating desirable advertising outcomes using advertising inputs. The mean advertising efficiency is 0.91, indicating that 9% of advertising inputs are inefficiently spent for generation of favorable advertising outputs.

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