Detecting Pod Position Effects in the Context of Multi-Segment Sport Programs: Implications from Four Super Bowl Broadcasts

Abstract

Using data obtained via natural quasi-experiments across four Super Bowl games (2002, 2003, 2004, and 2006), we investigate the impact of pod (commercial break) position on advertising effectiveness in multi-segment sport broadcasts. A series of multiple regression analyses was conducted by classifying pods into three categories based on their positions: quarter position, within-quarter position, and between-quarter position. The results support general primacy effects. The brands promoted during earlier quarters were significantly better recognized than those that appeared in later quarters in the quarter position comparisons. Similarly, the brands advertised during the first quarter were better recognized than those similarly situated in the fourth quarter. However, ad favorability was not related to commercial pod positions.