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How Digital Conversations Reinforce Super Bowl Advertising

The Power of Earned Media Drives Television Engagement

Harlan E. Spotts, Scott C. Purvis, Sandeep Patnaik
DOI: 10.2501/JAR-54-4-454-468 Published 1 December 2014
Harlan E. Spotts
Western New England University, harlan.spotts@wne.edu
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  • For correspondence: harlan.spotts@wne.edu
Scott C. Purvis
G&R Cooperative, LLC, scott.purvis@gandrllc.com
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Sandeep Patnaik
University of Maryland University College, sandeep.patnaik@umuc.edu
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  • For correspondence: sandeep.patnaik@umuc.edu
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ABSTRACT

The current study investigated the interactive relationship of social-media conversation and brand television advertising during the 2011 and 2012 U.S. National Football League Super Bowl championship games. The Super Bowl often is the most-watched yearly U.S. television broadcast. Results indicated that pre-game and game-day social-media conversations for advertised brands enhanced audience engagement. Television advertisements played a significant role in amplifying social-media conversations about the advertised brands. Overall, the study found evidence that the relationship between traditional television advertising and online social-media conversations was reciprocal, with both media platforms working in tandem to enhance brand engagement.

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Vol 54 Issue 4

Journal of Advertising Research: 54 (4)
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How Digital Conversations Reinforce Super Bowl Advertising
Harlan E. Spotts, Scott C. Purvis, Sandeep Patnaik
Journal of Advertising Research Dec 2014, 54 (4) 454-468; DOI: 10.2501/JAR-54-4-454-468

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How Digital Conversations Reinforce Super Bowl Advertising
Harlan E. Spotts, Scott C. Purvis, Sandeep Patnaik
Journal of Advertising Research Dec 2014, 54 (4) 454-468; DOI: 10.2501/JAR-54-4-454-468
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More in this TOC Section

  • The Value of Earned Audiences: How Social Interactions Amplify TV Impact
  • Agency-Generated Research of Consumer-Generated Content
Show more How Earned Media Works in Advertising

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