The Effect of Promotion Timing on Major League Baseball Attendance

Abstract

Econometricians have given much attention to the question of what factors influence baseball attendance. However, most studies have examined primarily economic variables that, although enlightening, provide little information to team management and marketers that would actually help them increase attendance. In this study, the authors focus on an easily controlled decision variable—promotion timing— and examine the question of whether promotions are better run on weekends, during day games, or against rivals versus nonrivals. A series of multiple regression models is run on data for six major league teams over a 4-year period. Findings indicate that teams differ in timing effectiveness but that, in general, promotions run during day games and on weekdays are likely to result in greater attendance increases.