Promotion Timing in Major League Baseball and the Stacking Effects of Factors that Increase Game Attractiveness

Abstract

In light of the increased reliance on promotions to increase Major League Baseball attendance, researchers have turned their attention to the study of promotions that increase the attractiveness of baseball games, thereby increasing attendance. Researchers have called for studies that examine the effectiveness of different types of baseball promotions. In this study, the authors examine three different types of promotions and their effects when combined with two significant timing factors, weekend games and games against rivals. Data from six teams during the 1999 season are analyzed and provide insights into the importance of promotion timing in increasing promotion effectiveness. In studying the effects of special features, giveaways, and price discounts, the authors find evidence that different types of promotions have different effects and that there are decreasing marginal returns from combining a promotion with other factors that increase game attractiveness.