Commercial and Promotional Programming Strategies in the Telecast of Super Bowl XLIV
Dr. Douglas M. Carroll

This study investigates commercial and promotional programming strategies employed by CBS in the telecast of Super Bowl XLIV (2010). Pods, spot commercials, spot promotions, mentions, hybrid spots, and PSA’s are examined in this content analysis. Pop-up ads and other convergent advertising such as graphic promotions are also measured. Results of these measurements are compared to major network prime-time broadcasts and regular season National Football League (NFL) telecasts. The primacy effect of serial positioning is presented as a basis for commercial programming strategies. Strategies designed to increase advertising revenue, effectiveness and promotional opportunities are discussed.

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