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- Title
From H-Town to Mo-Town: The Importance of Super Bowl Entertainment.
- Authors
Apostolopoulou, Artemisia; Clark, John; Gladden, James M.
- Abstract
Following Super Bowl XXXVIII, which was held in Houston in 2004, criticism and controversy arose concerning the selection of talent as well as the execution of the event's halftime show. Given the increasing emphasis and investment on the entertainment aspect of sporting events, this study set out to explore Super Bowl viewers' perceptions on a number of ancillary entertainment elements of the event, as well as those elements' relative importance to viewers' enjoyment of the broadcast. A computer-based survey was developed and administered to two different groups: a purchased list of Super Bowl viewers (N = 892) and a random sample of NFL database subscribers (N = 209). Results from analysis on the whole group of respondents (N = 1,101) showed that the competitiveness of the game and the teams competing were the two most important elements affecting viewers' enjoyment of the Super Bowl broadcast. The third highest rated item was the commercials. The halftime show, which rated sixth in its perceived contribution to the enjoyment of the broadcast, received marginally positive ratings relating to its overall importance for the entertainment value of Super Bowl. Respondents were then grouped into two categories based on their self-reported level of fan avidity. Analysis of variance results indicated statistically significant differences between the two fan groups on 16 of the 19 items analyzed, indicating that self-identified 'avid sports fans' were more interested in core game elements, while those respondents who identified themselves as 'low/moderate sports fans' seemed to have more positive opinions of the ancillary or entertainment aspects of the broadcast.
- Subjects
DETROIT (Mich.); MICHIGAN; SUPER Bowl (Football game); EVENT marketing; EVENT management; HALFTIME in sports; SPORTS events
- Publication
Sport Marketing Quarterly, 2006, Vol 15, Issue 4, p223
- ISSN
1061-6934
- Publication type
Article