In the article The Effect of Promotion Timing on Major League Baseball Attendance (Sport Marketing Quarterly. December

Question:

In the article "The Effect of Promotion Timing on Major League Baseball Attendance" (Sport Marketing Quarterly. December 1999), T. C. Boyd and T. C. Krehbiel use data from six major league baseball teams having outdoor stadiums to study the effect of promotion timing on major league baseball attendance. One of their regression models describes game attendance in 1996 as follows (p-values less than .10 are shown in parentheses under the appropriate independent variables):

In this model. Temperature is the high temperature recorded in the city on game day; Winning % is the home team's winning percentage at the start of the game; OpWin % is a dummy variable that equals 1 if the opponent's winning percentage was .500 or higher and 0 otherwise; DayGame is a dummy variable that equals 1 if the game was a day game and 0 otherwise: Weekend is a dummy variable that equals 1 if the game was on a Friday, Saturday, or Sunday and 0 otherwise; Rival is a dummy variable that equals 1 if the opponent was a rival and 0 otherwise; Promotion is a dummy variable that equals 1 if the home team ran a promotion during the game and 0 otherwise. Using the model, which is based on 475 games and has an R2 of .6221, Boyd and Krehbiel obtain the following table, which estimates increased attendance due to promotions under different conditions:

By adding the estimated coefficients for the independent variables shown in the table, verify the increased attendance estimates given by Boyd and Krehbiel. Based on these increased attendance estimates, Boyd and Krehbiel conclude that "promotions run during day games and on weekdays are likely to result in greater attendance increases." Explain the authors' conclusions. Given that major league baseball teams tend to run promotions during night games and on weekends, what are the practical consequences of the authors' conclusions?