The impact of airing Super Bowl television ads early on social media: Benefits and drivers of watching, liking, and sharing advertisements on social media

Jennifer Lee Burton, Kristen M. Mueller, Jan Gollins, and Danielle M. Walls

Every year, executives debate whether to release their Super Bowl advertisements early on social media or whether this early release will hurt the surprise and impact of being seen for the first time during the most viewed televised sporting event in the United States.
Burton, Mueller, Gollins, and Walls

MANAGEMENT SLANT

  • There are many benefits to releasing an advertisement early on social media, including affect traces characterized by a higher peak, final moment, and linear trend as well as better advertisement and brand attitudes.
  • If a manager’s goal is to get people to watch an advertisement on social media, this behavior is motivated by how engaging,...

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