Beyond Visibility: Determining and Ranking the Factors Affecting Out-of-Home Advertising Performance in Sports Arenas

Outdoor advertising in sports stadiums is one of the most dynamic forms of marketing communication, yet research on the integrated determinants of its effectiveness remains limited. This study identifies and prioritises the key factors influencing the effectiveness of out-of-home advertising in stadium settings. A Mixed-Methods Sequential Exploratory Design was used, beginning with a qualitative meta-synthesis to extract thematic dimensions, followed by a quantitative Analytic Hierarchy Process (AHP) to prioritise them. The meta-synthesis systematically reviewed ۳۷ peer-reviewed studies published between ۱۹۹۵ and ۲۰۲۵, identified through major academic databases using keywords related to “stadium advertising,” “sports marketing,” and “out-of-home media.” Inclusion criteria focused on empirical and theoretical studies examining advertising effectiveness. Quality (QUAL) appraisal was conducted using the CASP checklist, and inter-rater reliability was confirmed through Cohen’s Kappa (κ = ۰.۷۲۴). Four core dimensions were identified: audience-related, message-related, stadium-related, and game-related factors. In the subsequent quantitative (QUAN) phase, AHP was applied to evaluations from ۴۰ experts in sports management and marketing to determine the relative importance of these dimensions. Results indicate that audience-related factors are most influential, followed by message-, stadium-, and game-related factors. The study provides a comprehensive, evidence-based framework to support the design of more engaging and context-sensitive stadium advertising strategies.

کلیدواژه ها:

Sports Marketing ، Outdoor Advertising ، Sports Stadium ، Meta-synthesis ، Analytic Hierarchy Process (AHP)