The effects of promotions on attendance in professional baseball

Professional baseball organizations use many types of promotions to increase attendance. The purpose of the study was to determine whether or not different types of promotions effected attendance in professional baseball. Promotions were categorized into price, non-price, and a combination of price...

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Bibliographic Details
Published in:The sport journal 2007-06, Vol.10 (3)
Main Authors: Browning, Robert Aaron, DeBolt, Louisa S
Format: Article
Language:English
Subjects:
Advertising
Baseball (Professional)
Professional baseball
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Summary:Professional baseball organizations use many types of promotions to increase attendance. The purpose of the study was to determine whether or not different types of promotions effected attendance in professional baseball. Promotions were categorized into price, non-price, and a combination of price and non-price. Attendance and promotion data were collected from four professional baseball organizations located in the Ohio River Area. The results indicated significant increases in attendance in two of the four teams when any promotion was used. Two teams also revealed attendance increases when non-price promotions were present, as well as when combination of price and non-price promotions were employed. Finally, this study supports previous research, which has found higher attendance at games with promotions than games without promotions and when non-price promotions are used rather than price promotions.
ISSN:1543-9518
1543-9518