Ad Nauseam? Sports Fans’ Acceptance of Commercial Messages During Televised Sporting Events

Sport Marketing Quarterly, December 2013, v. 22, p. 123-128

17 Pages Posted: 11 Sep 2013 Last revised: 6 Jan 2014

See all articles by Aron Levin

Aron Levin

Independent

Joe Cobbs

Northern Kentucky University - College of Business

Fred Beasley

Independent

Chris Manolis

Independent

Date Written: 2013

Abstract

Advertising, promotions, and other marketing communications are commonplace in the contemporary world of sports. Are sports fans irritated and annoyed by this commercial bombardment? This study investigates consumers’ perceptions of commercial messages during televised sporting events. The results indicate that fans of two of the most popular U.S. sports (NFL and NASCAR) generally have high levels of sport commercialization acceptance (SCA). NASCAR fans — particularly those highly identified with the sport — are the most tolerant of commercial messages. While older fans are more likely to be annoyed by advertisements, women are more tolerant. To test the potential implication for sports marketers, the study also measured customers’ brand perceptions of Miller Lite beer — a prominent NFL and NASCAR advertiser. Beyond greater commercialization acceptance, NASCAR fans that drink Miller Lite also demonstrated higher perceptions of brand equity and emotional attachment to Miller Lite compared to the brand’s customers who were NFL fans.

Keywords: advertising, sports marketing, sponsorship, commercialization, NASCAR, NFL

Suggested Citation

Levin, Aron and Cobbs, Joe and Beasley, Fred and Manolis, Chris, Ad Nauseam? Sports Fans’ Acceptance of Commercial Messages During Televised Sporting Events (2013). Sport Marketing Quarterly, December 2013, v. 22, p. 123-128. Available at SSRN: https://ssrn.com/abstract=2322588

Aron Levin

Independent ( email )

Joe Cobbs (Contact Author)

Northern Kentucky University - College of Business ( email )

Highland Heights, KY 41099
United States

Fred Beasley

Independent ( email )

Chris Manolis

Independent

No Address Available

Register to save articles to
your library

Register

Paper statistics

Downloads
157
Abstract Views
710
rank
188,094
PlumX Metrics