Assessing the Impact and Effectiveness of Stadium Advertising on Sport Spectators at Division I Institutions

in Journal of Sport Management
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This study investigated the effectiveness of stadium advertising on sports spectators in selected NCAA Division I football and basketball programs, utilizing intermediate measures and recognition testing techniques. Research questions included whether sport spectators would recognize the presence of stadium advertising and could identify all of it. The factors of age, income level, seat location, number of games attended, and location of stadium advertising were analyzed as to their effects on spectator recognition. Based on the findings of this research, sport facilities have been shown to be an ideal medium for products that appeal to sport spectators. A majority of spectators noticed advertising, and approximately 7 out of 10 correctly identified it. Advertising locations that were “part of the game” were shown to be more effective than those on the scoreboards. Results of this study demonstrated that stadium advertising effectiveness can be assessed and that it provides the sponsors with an effective means for reaching sport spectators.

David K. Stotlar is with the Department of Physical Education, Butler-Hancock Hall, University of Northern Colorado, Greeley, CO 80639. David A. Johnson is with the Athletic Association, University of Illinois, Urbana, IL 61801.

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