This paper demonstrates that the measurement of investor reactions to bidder offers is intimately affected by the endogenous nature of bidding. Bidding activity is not random. Offers are made at times that suit bidders. We show that bidder characteristics before an offer differ markedly from those of other firms and that these differences significantly impact on naïve inferences of shareholder reactions to an offer. When appropriate adjustments are made to properly control for pre-offer characteristics, bidding shareholders are found to enjoy significant wealth increases.-3 -models, is the determination of whether the prior achievements of bidders accurately describe relationships through an event window.Three possible explanations for superior pre-offer performance are considered. The first explanation is that superior pre-offer returns are a consequence of investors in an efficient market bringing forward valuation effects expected to flow from upcoming offers. The capitalisation of these anticipated acquisition benefits may distort the measurement of later reactions during the offer event period. When valuable acquisitions are expected, normal return estimates for the market model could therefore be inflated and ratchet up the offer window response required before significant change is recognised. Furthermore, prior capitalisation of benefits also reduces later reactions in the offer window. Offer reactions are smaller and are assessed against higher standards of normality than is appropriate.Rather than anticipated acquisition benefits, a different possibility is that preoffer price gains are a regular feature of bidder returns that are unrelated to the pending bid. Superior pre-offer returns then represent an opportunity cost to bidding shareholders, which the (0,1) market model fails to recognise. In this case, the (0,1) market model applies a normal-return measure representing average performance to a sector of the market with above-average standards. If bidders maintain the same superior standards through an offer window, the (0,1) market model can detect a positive investor reaction simply because it applies an inadequate measure of normal returns.A final possibility is that observed pre-offer gains are associated with transitory adjustments capitalising significant news events. Whether related to an upcoming offer or not, one-off gains do not reflect ongoing capital costs and can distort market-model estimates of offer window conditions. Under circumstances where pre-offer conditions do not represent ongoing return conditions, it is the market model which is inappropriate.This last possibility is considered the most compelling because bidders decide when to announce offers. Freedom to choose when an offer is announced means bidders can be expected to do so at times that best suit their purposes. 3 According to Kendig (1998), Australian takeovers 4 occur in waves that are related to past economic circumstances. Kendig argues takeover waves are a consequence of greater management hubris and less binding c...