Title

An Assessment of the Exposure Impact of Arena Advertising Displays and Implications for Leisure Events Planners

Document Type

Article

Language

eng

Format of Original

20 p.

Publication Date

1993

Publisher

Taylor & Francis

Source Publication

Journal of Hospitality & Leisure Marketing

Source ISSN

1050-7051

Original Item ID

doi: 10.1300/J150v01n04_04

Abstract

An assessment of both the exposure potential and the realized effects that advertising displays in arenas receive through live and/or pre-recorded media coverage of sponsored events are reported in this study. Results of a content analysis of various sports events show significant exposure time (up to five total minutes during a 15-minute segment) for arena displays placed within the camera angles of broadcast coverage. Results from an experiment show significant differences among five sports events tested across various measures of advertising effects (e.g., recall, top-of-mind awareness). Results raise implications for both events sponsors and policymakers.

Comments

Journal of Hospitality & Leisure Marketing, Vol. 1, No. 4 (1993): 41-60. DOI.