Super Bowl Ads Research Articles

The Impact of the 2020 BLM Resurgence on the Racial Representations of Ads and Ad Evaluations: Analysis of Super Bowl Ads

Using ads from four Super Bowl broadcasts (2019–2022), we examined the impacts of the 2020 Black Lives Matter (BLM) resurgence on the ad representations of diverse racial groups and the evaluations of ads featuring Black models. Findings show increases in quantitative representations (number and duration) for Black ad models, but this improvement was not linked to qualitative representations (portrayal, prominent role, and hierarchy status). Findings also show the limited influence of the 2020 BLM resurgence on evaluations of advertisements featuring Black models. We also examined how the impact of the 2020 BLM resurgence on advertising shifted from 2021 to 2022.

It’s Written on Your Face: How Emotional Variation in Super Bowl Advertisements Influences Ad Liking

While prior work has examined the effects of emotions on consumers’ attitudes toward ads, little research has explored how the joint presence of positive and negative emotions affects ad-related outcomes and to what extent such ads are common. This research leverages recent advances in emotion recognition technology to identify emotions based on the facial expressions of actors in Super Bowl ads aired over the past five years. We examine how the joint presence of happiness—a basic positive emotion—and sadness, disgust, anger, and fear—basic negative emotions—in these ads predict USA TODAY Ad Meter scores (the premier tracker of public opinion on Super Bowl ads). Results show that the joint presence of happiness and sadness enhances ad liking, the presence of happiness and fear reduces ad liking, while the presence of happiness and anger or happiness and disgust do not affect ad liking. We discuss the theoretical and methodological implications of these findings and future research directions.

Super bowl oglasi u period od 2017-2022

Advertising during Super Bowl commercial breaks has become a crucial part of brands' marketing strategies, offering them the chance to reach a huge audience. Over the past six years, Super Bowl ads have been diverse and captivating, showcasing products from various categories such as food and beverage, cars, beer and financial and online services. The article provides a brief and overall analysis of Super Bowl ads from 2017 to 2022. The database used in the analysis was taken from the world-famous database at adsoftheword.com. This research analyzed the length, logo viewability and product category, presence of celebrities, animals, humor and the average likability score from Ad meter in Super Bowl ads from 2017 to 2022. This analysis shows the changes in marketing strategies highlighting the growing sophistication of the advertising industry.

Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020

PurposeThis study aims to examine the cross-media effect of Super Bowl ads on online search behavior. Furthermore, the authors explored the role of ad likability in the effect.Design/methodology/approachThis study used a quasi-experiment method to test the hypotheses. The subjects of investigation are the brands advertised during the past ten years of Super Bowl from 2011 to 2020 (n = 389). Search volume index data were collected through Google Trends. The authors used Ad Meter ratings to measure ad likability.FindingsThe findings indicate that Super Bowl advertisements stimulate consumers' likelihood to seek information about the advertised brands via search engines. The search volumes for brands hit a peak right after the Super Bowl advertising exposure. Additionally, ad likability influenced the increase in search volume. Consumers tend to search a brand online if they liked its Super Bowl ad.Originality/valueThe study contributes to the literature on Super Bowl advertising effectiveness by examining the impact of Super Bowl advertising on online search behavior and the role of ad likability in the relationship. Marketers will be able to utilize the increase in search volumes after the Super Bowl advertising exposure to further enhance brand engagement.

Examining the Impact of Television-Program-Induced Emotions on Online Word-of-Mouth Toward Television Advertising

In this paper, we exploit a large-scale TV program, the Super Bowl 2016, to investigate the impact of television program–induced emotions on viewers’ online word-of-mouth (WOM) behavior on Twitter toward the Super Bowl ads aired during the game. The results obtained from a difference-in-differences analysis support our hypotheses on the direct and congruence effects of television program–induced emotions. Findings on the direct effect suggest that television program–induced emotional shocks (e.g., frustration after a fumble or joyness after a touchdown) have a significant effect on the arousal and valence of viewers’ online WOM toward ads subsequently. We additionally find that a match between television program–induced emotional shocks and the emotional content of ads leads to a more significant increase in the arousal and more favorable valence of online WOM responses to ads subsequently. Our findings suggest that advertisers should pay attention to the emotional context of ads in which the ads are placed and the content of ads. It would be more optimal to allocate ads into different programs or different positions in a certain program such that the context of ads and the content of ads are carefully matched or contrasted, especially when ads are likely to stimulate positive feedback from the audience.

The relationship between consumer engagements with Super Bowl ad tweets and the advertisers’ official Twitter accounts: a panel data analysis of 2019 Super Bowl advertisers

This study aims to examine the influence of consumer engagement with Super Bowl ad tweets, on their engagement with the advertiser’s official Twitter account. Using Python, audience engagement data were collected from the Super Bowl advertisers’ official Twitter accounts on a daily basis from two days before the game until 10 days after the game; this procedure resulted in 351 cases for 27 advertisers in a balanced panel dataset. Overall, the results of panel regression analyses employing a feasible generalized least squares (FGLS) procedure and panel-corrected standard error (PCSE) estimates support the hypothesis predicting transference of engagement from Super Bowl ads tweets to the advertisers’ official Twitter accounts. In particular, of the three engagement metrics, the number of retweets of and favorites on the Super Bowl ad tweets significantly increased the numbers of followers and favorites on the official Twitter accounts of the Super Bowl advertisers. The theoretical and managerial implications of the findings are discussed.

Analysis on the Relationship between “Super Bowl Ads” and Related Companies

Super Bowl, one of the most irreplaceable activities that US families prefer to attend annually, serves as a platform full of opportunities for the business world. The advertisements appeared during the breaks of the game, known as “Super Bowl ads”, have become the most effective means for companies to attract potential customers. From the price of $37,500 per 30 seconds at Super Bowl I to that of $4.5 million per 30 seconds at Super Bowl XLIX, this means of propagating products has become increasingly expensive until today [1]. Thus, a question has been inevitably raised that is this worthy for companies to spend millions of dollars just in exchange of the appearance of their logos on a special TV program? Therefore, the research finding the effects on companies after the end of their Super Bowl advertising should be undoubtedly needed and established.

Portrayals of Minorities and Women in Super Bowl Advertising

Portrayals of women and minorities advertising have long been of interest to advertising scholars. While research has found that the overall representation of these groups has increased, some stereotypes persist, and so do questions about the quality and prominence of portrayals. This study examines portrayals of minorities and women in Super Bowl advertising, the main “pop culture” showcase for US advertising. A content analysis of 10 years of Super Bowl ads is conducted and a multinomial logit regression model is employed to delve deeper into the content analysis results. Findings show that while the overall representation of women and various minority groups is strong, a deeper analysis shows that these groups are seldom depicted as primary characters by themselves and that some subtle stereotypes persist. We also find that ads featuring female principal characters are more likely to feature home settings, sexual appeals, emotional messages, and music as a major element and that it is less likely for female (vs. male) celebrities to be used. Minority principal characters are more likely to be celebrities and be included in ads with music or for technical products but are less likely to be included in ads featuring corporate social responsibility messages.

Super Bowl Ads

We explore the effects of television advertising in the setting of the National Football League’s Super Bowl telecast. The Super Bowl is well suited for evaluating advertising because viewers pay attention to the ads, more than 40% of households watch the game, and variation in ad exposures is exogenous because a brand cannot choose how many impressions it receives in each market. Viewership is primarily determined based on local preferences for watching the two competing teams. We combine Super Bowl ratings data with weekly sales data in the beer and soda categories to document three primary findings about advertising. First, the relationship between Super Bowl viewership and sales in the week leading up to the game reveals the brands customers buy to consume during the game. We find some brands are consumed while watching the game while others are not, but this is unrelated to whether a brand ever advertised during the Super Bowl or advertises in a specific year. This rejects the theory that advertising works by serving as a complement to brand consumption. Second, we find that post–Super Bowl sales effects of ad viewership are concentrated in weeks with subsequent sporting events. This suggests Super Bowl advertising builds a complementarity between the brand and sports viewership more broadly. Finally, we collect data on National Collegiate Athletic Association basketball tournament viewership to test this theory and find that the complementarity between a brand’s sales and viewership of the tournament is enhanced by Super Bowl ad viewership. Together, these findings identify advertising as a determinant of why some brands outperform others for particular consumption occasions such as sports viewership. Data are available at https://doi.org/10.1287/mksc.2017.1055 .

Super returns to Super Bowl ads?

This paper uses a natural experiment—the Super Bowl—to study the causal effect of advertising on demand for movies. Identification of the causal effect rests on two points: 1) Super Bowl ads are purchased before advertisers know which teams will play; 2) home cities of the teams that are playing will have proportionally more viewers than viewers in other cities. We find that the movies in our sample experience on average incremental opening weekend ticket sales of about $8.4 million from a $3 million Super Bowl advertisement.

Are Super Bowl ads a super waste of money? Examining the intermediary roles of customer-based brand equity and customer equity effects

Prior research on the impact of marketing activities such as Super Bowl advertising on firm value has produced mixed results. Drawing on the marketing productivity chain, this study introduces hitherto neglected customer-based brand equity effects as indicator for investors' expectations about future customer equity effects (i.e., expected future cash flow deviations) and find that customer-based brand equity mediates the relationship between Super Bowl advertising and abnormal stock returns. Using event study methodology, the authors analyze a sample of 62 ads for which data is available on both measures that represent brand equity and stock price from the Super Bowls from 2008 to 2012. This study finds that Super Bowl ads can be worth the large investment, but only if they enhance customer-based brand equity. The reverse also holds in that a negative impact on stock return is expected when a Super Bowl ad reduces customer-based brand equity. Furthermore, empirical evidence suggests a ceiling effect, that is, for brands with high pre-Super Bowl brand equity the relationship between change in customer-based brand equity and stock return is significantly smaller.

EEG-Based Measures versus Panel Ratings: Predicting Social-Media Based Behavioral Responses to Super Bowl Ads

ABSTRACT Marketers and advertisers increasingly acknowledge that a large proportion of human decision making is intuitive, automatic, and often without conscious control or effort. Against this background, the current study explores consumers9 subconscious responses in relation to their eye fixation at a static advertising image, in this case a DVD cover. Using electroencephalography (EEG) and eye-tracking (ET) data, the study makes a contribution at two levels. First, it empirically explores the impact of consumers9 eye fixation on peripheral information. Second, it makes a methodological contribution in demonstrating how these two data-collection techniques can be integrated to better understand the relationship between where consumers look when exposed to a static advertisement and their subsequent level of subconscious responses.

EEG-Based Measures versus Panel Ratings: Predicting Social-Media Based Behavioral Responses to Super Bowl Ads

Existing research suggests that when assessing consumer responses to advertising, neuroscience and physiological measurements offer more objectivity than traditional self-report measures and, hence, may be more predictive of audience response. The current authors' research explored consumer behavioral responses to Super Bowl ads on YouTube by comparing the predictive value of the self-report USA Today Ad Meter ratings with electroencephalogram (EEG)-based neuroengagement scores. This study assessed differences in subsequent online ad views, social engagement, and overall ad sentiment. The authors argue that implicit measures may be particularly useful in examining online social engagement and information transmission of paid brand content.

The Influence of Social Media: Twitter Usage Pattern during the 2014 Super Bowl Game

In recent years, with the increasing popularity of diverse online social network sites, such as Facebook, Twitter, Blogger, YouTube, LinkedIn, and MySpace, a massive amount of data has become available. Applying data mining techniques to social media can yield interesting perspectives to understanding individual and human behavior, detecting hot issues and topics, or discovering a group and community. This study aims to address the question of how people use Twitter and to assess the power of Twitter in terms of creating consumer interest in commercials based on an analysis of Twitter messages about various Super Bowl ads. Instead of relying on the audience’s responses, this study adopts a hybrid approach, combining a data-mining approach to collect, filter and analyze a massive amount of tweets with manual content analysis.

Do Superbowl Ads Affect Brand Share?

We explore the effects of television advertising in the setting of the NFL’s Super Bowl telecast. The Super Bowl is the largest advertising event of the year and is well suited for measurement. The event has the potential to create significant increases in “brand capital” because ratings average over 40 percent of households and ads are a focal point of the broadcast. Furthermore, variation in exposures is exogenous because a brand cannot choose how many impressions it receives in each market. Viewership is determined based on local preferences for watching the two competing teams. With this significant and exogenous variation in Super Bowl advertising exposures we test whether advertisers’ sales are affected accordingly. We run our analysis using Nielsen ratings and store level sales data in the soda and beer categories. We find that Super Bowl ads can generate significant increases in revenue and volume per household. However, when two major soda brands both advertise, they receive no profit gain to offset their advertising investments. Exploring the mechanism behind the ad effects, we find that Super Bowl ads build an association between the brand and viewership of sports more broadly. The competitive effects suggest that two competing brands cannot however capture the same association. In beer, Budweiser has purchased exclusive advertising rights in the Super Bowl for more than 20 years and appears to be receiving long run returns from their ownership of a sports association.

Super Bowl ad likeability: Enduring and emerging predictors

US advertisers love the Super Bowl because it reaches a huge and highly receptive audience. One metric that Super Bowl advertisers watch closely is ad likeability as this is correlated with sales success. Tomkovick, Yelkur, and Christians (2001, Journal of Marketing Communications 7: 89–108) studied ad likeability for Super Bowl ads in the 1990s. In this paper, we replicate and extend their research using USA Today's measurement of Super Bowl ad likeability in the decade of the 2000s as our dependent variable of interest. Our findings on 438 Super Bowl ads show that humor, animals, and product category were enduring predictors of ad likeability. Product information and the presence of children in Super Bowl ads were found to be emerging predictors of ad likeability. Most notably, the amount of product information provided in Super Bowl commercials was inversely related to ad likeability. Implications for advertisers are presented, as are conclusions, study limitations and directions for future research.

Information content of Super Bowl commercials 2001–2009

Using Resnik and Stern's (1997) method, this study examines the information content of the ads embedded in the telecasts of the largest sporting event in the United States, Super Bowl. The findings of a content analysis of over 400 Super Bowl ads aired from 2001 to 2009 show that each ad contained on an average two informational cues, which are as much informative as other television ads in the United States. The packaging or shape, quality, and performance cues are the three most frequently used informational cues. In addition, think products appeared to contain a more diverse set of informational cues compared to feel products. Practical and theoretical implications and future research directions are discussed.

Strategies for the Super Bowl of Advertising: An Analysis of How the Web is Integrated into Campaigns

ABSTRACTAdvertisers spend millions of dollars on Super Bowl advertising. Are those ads part of larger campaigns? Specifically is the Web integrated with Super Bowl advertising? This study examined overall strategy (transformational vs. informational), message strategy (what to say), and creative strategy (how to say it) of the 2003 Super Bowl ads and related Web sites. Television commercials used transformational strategies more than did Web sites. Message strategies were more consistent across media than were creative strategies. Thus, campaigns may be integrated in “what to say” even when the “how to say it” seems different. Some unexpected relationships were found between message and creative strategies but these findings highlight the need to tailor messages to technological capabilities of media.

The effect of advertising on the market value of firms: Empirical evidence from the Super Bowl ads

As integrated marketing communications increasingly emerge as the focus of corporate communication efforts, companies have grown to realise that consumers are not their only target audience. Rather, there are many stakeholder groups that also need to be targeted with the company messages. This research examines some of the important stakeholders — investors — and their perception of a company's advertising as reflected in the stock price performance at certain peak advertising periods. Using standard event-study methods with the sample focusing on selected companies and their Super Bowl ads, this study found a significantly different stock price performance (compared to that of the prior periods) for the companies that advertised.