How Digital Conversations Reinforce Super Bowl Advertising: The Power of Earned Media Drives Television Engagement
Harlan E. Spotts
Western New England University
Scott C. Purvis
G&R Cooperative, LLC
Sandeep Patnaik
University of Maryland University College
Management slant
- There is a "golden window" for social-media conversations to be an effective multiplier for television advertisements.
- Distributing brand advertising in advance of the Super Bowl game telecast increases the brand-related conversation.
- Consumers who experience advertising before the game likely will be more engaged in the advertising when it airs, participating in social-media behaviors after the game.
- Commercials that are memorable and well liked,...