2026-03-07T06:34:56Z https://chuo-u.repo.nii.ac.jp/oai

oai:chuo-u.repo.nii.ac.jp:02000172 2023-09-15T06:34:47Z 1005:1694753080552

Analysis of TV Commercials in the Super Bowl Games : Advertising Activities of the Global Enterprises beyond the Pandemics IIDA,Asako 飯田　朝子 この資料の著作権は、資料の著作者または学校法人中央大学に帰属します。著作権法が定める私的利用・引用を超える使用を希望される場合には、掲載誌発行部局へお問い合わせください。 The Super Bowl TV commercials cost of advertisements pandemics of COVID-19 Toyota’s CMs brand loyalty application/pdf The Super Bowl, an American football game broadcast in the United States every February, features the world’s most expensive TV commercials. Its price exceeds $6M in 30 seconds, but global companies cannot ignore its publicity effect. Considering that there are more than 100 million viewers, people think the expense is not high. We discuss the value and influence of the Super Bowl TV commercials affected by the COVID-19 pandemic, focusing on the games broadcasted in four years between 2019 and 2022. Taking up the many advertisements of the automobile manufacturing industry showing their presence in the Super Bowl game, we examine the significance of the harmony with the social situation and the viewership of the advertisements. Finally, we propose what kind of commercials should be conceived to continue to generate brand loyalty and how Super Bowl advertising should be in the future. 中央大学国際経営学部 eng departmental bulletin paper VoR https://chuo-u.repo.nii.ac.jp/records/2000172 2436-6110 国際経営学論纂 Journal of Global Management 2 127 134 https://chuo-u.repo.nii.ac.jp/record/2000172/files/2436-6110_2_127-134.pdf