• January 28, 2008

The aggregate stock price of publicly traded firms that ran in-game Super Bowl advertisements beat the Standard & Poors 500 performance in 10 of the last 12 years, according to researchers at the University of Wisconsin-Eau Claire.

"During the week before and the week after the 1996-2007 Super Bowls, the stocks of companies that ran in-game ads outperformed the S&P stocks by nearly 1.3%," said Chuck Tomkovick, a marketing professor who has conducted Super Bowl advertising research for a decade. "In essence, Wall Street rewards firms that run Super Bowl ads. It's a tradeable event."

--Nina M. Lentini