Analyst Hype in IPOs: Explaining the Popularity of Bookbuilding

The bookbuilding IPO procedure has captured significant marketshare from auction alternatives recently, despite the significantlylower costs related to the auction mechanism. In France, whereboth mechanisms were used in the 1990s, the ostensible advantagesof bookbuilding were advertising-related benefits. Book-builtissues were more likely to be followed and positively recommendedby lead underwriters. Even nonunderwriters' analysts promotebook-built issues more in order to curry favor with the IPOunderwriter for allocations of future deals. Yet we do not observevaluation or post-IPO return differentials that suggest thesetypes of promotion have any value to the issuing firm.