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 Spotts, Harlan E. A1 Purvis, Scott C. A1 Patnaik, Sandeep 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.