Promotions and their Dynamic Effect on Major League Baseball Attendance

Open Access
Author:
Jackson, Marcus Morris
Area of Honors:
Marketing
Degree:
Bachelor of Science
Document Type:
Thesis
Thesis Supervisors:
  • Wayne Desarbo, Thesis Supervisor
  • Jennifer Chang Coupland, Honors Advisor
Keywords:
  • baseball
  • marketing
  • koyck
  • distributed lag
  • MLB
  • statistics
Abstract:
Major League Baseball (MLB) has the largest inventory of games of the four major sports leagues in the USA. In order to help increase attendance, most MLB teams employ different types of promotion to assist them. Based on a Koyck Distributed Lag Regression Model, I will demonstrate that giveaways, entertainment, price, and events promotions have current and carry over (i.e., dynamic) effects for attendance for the majority of MLB teams, and quantify these effects.