TY - JOUR T1 - Winning the Super “Buzz” Bowl JF - Journal of Advertising Research JO - J Advert Res SP - 293 LP - 303 DO - 10.2501/S0021849909090424 VL - 49 IS - 3 AU - Caleb J. Siefert AU - Ravi Kothuri AU - Devra B. Jacobs AU - Brian Levine AU - Joseph Plummer AU - Carl D. Marci Y1 - 2009/09/01 UR - http://www.journalofadvertisingresearch.com/content/49/3/293.abstract N2 - Super Bowl advertisements have become almost as famous as the game itself. Between production costs and the price of air time, companies who advertise in the Super Bowl do so at considerable expense. Return on investment for Super Bowl advertisements is strengthened by wide viewership, pregame media chatter, and postgame buzz among consumers. Not all advertisements, however, generate the same degree of buzz. Recent models of advertising effectiveness have emphasized the importance of emotions, suggesting that advertisements that engage consumers on emotional levels will be most effective. This study examines how emotional engagement with Super Bowl advertisements relates to an important area of consumer response: online buzz. A biologically-based measure of audience engagement was used to monitor a sample of adults (N = 30) as they viewed Super Bowl XLII live. Advertising scores derived from biometric response ratings for Super Bowl advertisements were highly correlated with online buzz (i.e., the number of times an advertisement was commented on and the number of times it was viewed online). Results of the study are discussed with regard to the role of emotions in advertising and the utility of biometric measures for assessing consumers' emotional engagement with advertising content. ER -