Graduation Year

Spring 2014

Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts



Reader 1

Matthew Magilke

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© 2014 Joshua M. Thomasson


This paper conducts an analysis of the short-term Firm Value Enhancement that companies experience during large-scale advertising campaigns, such as the Super Bowl. The findings suggest that these firms may experience a positive or negative return during the days after a large event, by signaling to investors and consumers the value of their firm through their advertisements. Some of the highlights include an approximately – 5% return for Super Bowl Advertisers on the Monday after the event, and underperformance during the two weeks surrounding the event.

This thesis is restricted to the Claremont Colleges current faculty, students, and staff.