In the April Market Monitor, compiled by Manfredi Consulting, an interesting chart on the impact of free play was published. In states where free play was reported (or where companies reveal in annual reports), the bottom line (ROI) is revealing. Florida, Ohio and Pennsylvania give away the most free play (although New York got more aggressive in the last two quarters). But for the most part, ROI remains steady no matter how much you give away.
To download the full Market Monitor, visit manfrediconsulting.com.