Passion Transfer in Sports Advertising: Sports Passion and Attitude toward Advertising

In order to retain advertising clients, media companies are in search of viable strategies that can justify the high costs of advertising fees within the sports setting. In acknowledging the significance of advertising during sport programs, the current study seeks to investigate the value of sports advertising by introducing the concept of ‘passion transfer’ (i.e., the transference of high likability levels of sport programs to the sport programs’ advertisements). We examine this concept by analyzing the relationship between viewer passion towards programming and advertising effectiveness. In doing so, the study also lends support to the notion of incorporating emotional measures as sustainable advertising effectiveness measures.  An online survey of US adults (n=993) was administered.  Findings of the study demonstrate a positive relationship between sports passion and attitude toward advertising (Aad). Furthermore, the findings suggest a significant relationship between demographics and Aad, and cross-media behaviors and Aad.