Super Bowl Boost?

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One would think that $3 million is too much to pay for a 30 second commercial for the Super Bowl, but maybe not when considering the correlation between the likeability of a company’s super bowl ads and its stock price. Companies that run well-liked commercials have performed relatively well in recent years as investors respond by driving up their share prices not just for the day after the Super Bowl, but for weeks thereafter.

Kenneth Kim, an Assoc. Professor of Finance from the University of Buffalo, studied 102 publicly traded companies that ran 529 commercials in the last 17 Super Bowls, and although the majority of those firms saw a boost after gameday, the companies that saw the biggest boost were the ones with the most liked ads according to USA Today's Ad Meter.

These commercials bring companies into the conscious of consumers as well as investors, and the most liked commercials appear to have had the best effect on the advertising company’s stock performance. From 1996-2007 Super Bowl advertising companies outperformed the S&P 500 by 1.3% and 10 out of the last 12 years.

Let’s take a look at the companies that ran commercials during the 2009 Super Bowl and the implied sales growth expectations priced-in to their stocks. The more realistic the expectations for the implied sales growth are, compared to what the company has delivered historically in sales growth, will give you an idea of which firms are most likely to meet or exceed those expectations. The more realistic the expectations the more likely the company is to out-perform.We will keep an eye out for these stocks short-term to see if any boost in stock performance was realized within the post Super Bowl week.

Company's That Advertised During the Super Bowl with Each Companies Sales Expectations

 ** denotes Sales information gathered from AFG Global Database.

And the best Super Bowl commercial according to USA Today Ad Meter is....

Click Here to view the best Super Bowl Ad of 2009