Using data obtained via natural quasi-experiments across four Super Bowl games (2002, 2003, 2004, and 2006), we investigate the impact of pod (commercial break) position on advertising effectiveness in sport broadcasts. A series of multiple regression analyses was conducted by classifying pods into three categories based on their positions: quarter position, within-quarter position, and between-quarter position. The results support general primacy effects. The brands promoted during earlier quarters were significantly better recognized than those that appeared in later quarters in the...Read more
