RT Journal Article
SR Electronic
T1 How Digital Conversations Reinforce Super Bowl Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 454
OP 468
DO 10.2501/JAR-54-4-454-468
VO 54
IS 4
A1 Harlan E. Spotts
A1 Scott C. Purvis
A1 Sandeep Patnaik
YR 2014
UL http://www.journalofadvertisingresearch.com/content/54/4/454.abstract
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.