How Digital Conversations Reinforce Super Bowl Advertising: The Power of Earned Media Drives Television Engagement

The current study investigated the interactive relationship of social-media conversation and brand television advertising during the 2011 and 2012 U.S.

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,...

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