PT  - JOURNAL ARTICLE
AU  - Harlan E. Spotts
AU  - Scott C. Purvis
AU  - Sandeep Patnaik
TI  - How Digital Conversations Reinforce Super Bowl Advertising
AID  - 10.2501/JAR-54-4-454-468
DP  - 2014 Dec 01
TA  - Journal of Advertising Research
PG  - 454--468
VI  - 54
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/54/4/454.short
4100  - http://www.journalofadvertisingresearch.com/content/54/4/454.full
SO  - J Advert Res2014 Dec 01; 54
AB  - 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.