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ABSTRACT
Super Bowl advertisers count on media coverage and word-of-mouth discussion to provide ROI beyond the game's viewership and to justify the most expensive 30-second commercial time of the year. Many companies have historically thought the best strategy was to keep their Super Bowl advertisements secret, hoping that the element of surprise will generate this postgame buzz. In 2007, several advertisers actively promoted their involvement with the game and even revealed their advertisements on the web before the game. The data show that an aggressive promotion strategy is the most effective way to generate postgame consumer discussion and demonstrate how the volume of pregame traditional media coverage drives postgame activity.
- © Copyright 2007 The ARF. All rights reserved.
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