Is Major League Baseball Striking Out? In-Game Advertising and Its Effects on America's Pastime

The purpose of this thesis is to determine the effectiveness of in-game advertisements at Major League Baseball games. Average attendance at Major League Baseball games has been steadily declining for years. Simultaneously, the average length of a professional baseball game has increased significantly. Secondary research has shown that just a few minutes of advertising per game could add up to hours of extra playing time per season. There is ample research available on the evolution and frequency of in-game advertisement, but little has been done to study the actual effectiveness of in-game advertising. Therefore, I conducted primary research in the form of a national survey, in order to determine whether in-game advertising is effective. Given Major League Baseball’s current situation, the results of this survey are especially relevant. In-game advertisements may be tied to a wide array of consequences, which affect both game attendance and average game length. Throughout this thesis, I propose that excessive in-game advertisements are a key underlying factor that has led to low attendance numbers and longer games. By conducting a national survey, I gathered data on consumers’ perceptions of in-game advertisements at Major League Baseball games. Based on those data, along with a compilation of secondary research, I have recommended several solutions that could leave Major League Baseball, its players, consumers, and advertisers all better off