The impact of a video screen and rotational‐signage systems on satisfaction and advertising recognition

Examines the impact of a video screen on spectator satisfaction and the advertising effectiveness of rotational‐signage systems. A total of 181 spectators at a major college football game were interviewed during the half‐time of a regular season contest. Results demonstrate that the screen is a significant component of a stadium’s servicescape which can increase the satisfaction of fans and their intentions to attend future events. While fans recognized less than half the companies that were advertised, firms with the most exposure on rotational systems were more readily identified. Results also suggest that companies are likely to generate substantial goodwill if fans recognize them as sponsors of events. Implications, directions for future research, and limitations are discussed in conclusion.