TY - JOUR T1 - How Digital Conversations Reinforce Super Bowl Advertising JF - Journal of Advertising Research JO - J Advert Res SP - 454 LP - 468 DO - 10.2501/JAR-54-4-454-468 VL - 54 IS - 4 AU - Harlan E. Spotts AU - Scott C. Purvis AU - Sandeep Patnaik Y1 - 2014/12/01 UR - http://www.journalofadvertisingresearch.com/content/54/4/454.abstract N2 - 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. ER -