Abstract: The Effect of Advertising Cost on the Variability of Appeal to Viewers in TV Commercials

TV commercials are generally considered nuisances at best, yet there are many people who tune in to the Super Bowl every year not for the sport, but for the ads.  As a result, the demand for advertisement space during the Super Bowl is enormous, driving the price of airtime up sharply.  Companies often use this opportunity to reach a large portion of the U.S. population to unveil a new product or ad campaign during their 15 or 30 seconds.  Most of the time, however, commercials are run only during TV shows with similar target audiences to the company buying airtime.  Ads are targeted at middle aged men on daytime ESPN, and at DIYers on HGTV.  This research will attempt to quantify the increase in variety when the price of ad space increases.

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