THE ADVERTISING EFFECT OF UNIVERSITY ATHLETIC SUCCESS - A REAPPRAISALOF THE EVIDENCE

In a 1987 article appearing in the Journal of Political Economy, R.E. McCormick and M. Tinsley argued that curtailment of university athleti c programs could harm academic programs by reducing average freshman S AT scores. This study uses recent data and an improved specification t o provide evidence that successful athletic participation does not pro vide measurable academic benefits to the university. In fact, evidence is provided that a university's policy regarding admissions standards primarily determines the average level of freshman SAT scores.