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The Effects of Promotions on Attendance at Major League Baseball Games

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Citation
Oshkosh Scholar. Volume IV, November 2009, pp.28-36
Date
Nov 2009
Subject(s)
bobblehead; Advertising campaigns; Baseball attendance; Baseball -- Economic aspects; Sports personnel; Marketing
Abstract
What are the effects of promotions on attendance at Major League Baseball games? To examine this question, I collected data from each of the Milwaukee Brewers' 81 home games during the 2008 regular season. Several independent variables relating to the type of promotion, as well as variables relating to the day of the game, winning percentage of both the home and visiting teams, and whether or not the game was a marquee game, were analyzed. Promotions were grouped into four different categories: bobblehead promotions, giveaway promotions, coupon promotions, and event promotions. Results show that promotions have a positive effect on attendance, with bobblehead promotions being the most effective form of promotion, followed by giveaways, events, and coupons.
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