‘Mad Men’ Finale Affected the Stock Market

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Amount the Dow Jones Industrial Average fell the day after the series finale of “Mad Men.” A study of 165 TV series finales shows that the wave of negative mood caused by the end of a popular and beloved show reduces the net demand for risky assets and decreases aggregate stock returns, says Gabriele M. Lepori of Copenhagen Business School. Specifically, if the number of viewers of a finale is 1 standard deviation above Lepori’s sample average, stock returns fall approximately 25 basis points the next day, all else constant. The finale of the drama “Mad Men” drew 3.3 million live and same-day viewers.

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