Short Term Recall and Recognition of Advertising and Signage in Telecast Stadium Sporting Events

Abstract

This study investigated the effect on the viewing audience of advertising messages during the first round of the 1994 Rugby League State of Origin series. The study used a standard recall and recognition test of companies providing advertising messages as well as companies that did not advertise. Recall and recognition rates were analysed by location of the message (in both telecast and stadium), number of advertising locations, and memory decay (recall and recognition rates 24 and 48 hours after the event). Results indicated that location of signage affected both overall recall and recognition as well as decay rates. Results also indicated that these rates were affected by the number of message locations, and that the optimal number of locations was three to four.