Winning the Super “Buzz” Bowl: How Biometrically-Based Emotional Engagement Correlates with Online Views and Comments for Super Bowl Advertisements

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.

Winning the Super “Buzz” Bowl: How Biometrically-Based Emotional Engagement Correlates With Online Views and Comments For Super Bowl Advertisements

Caleb J. Siefert, Ravi Kothuri, Devra B. Jacobs, Brian Levine and Carl D. Marci Innerscope Research

Joseph Plummer Columbia Business School

BACKGROUND

Advertising in the Super Bowl

The Super Bowl is a major media event widely considered the premier sporting contest in the United States. It is repeatedly among the country's highest rated television programs, with nearly 100 million viewers watching the game every year (Associated Press, 2006). Although many among...

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