Super Bowl Commercials Research Articles

MALE REPRESENTATION IN SUPER BOWL COMMERCIALS 2019

Gender, especially female, representation in advertising has been extensively studied in recent decades; however, few studies have looked into male representation in the current media landscape. This article presents a multimodal critical discourse analysis (CDA) study on the contemporary depiction of men in Super Bowl commercials. Focusing on 57 advertisements aired during Super Bowl 2019, the research finds that male representation in TV advertisements is still largely confined by traditional male norms, despite the recent transformation in societal male roles. Besides, the findings also suggest that in negotiation with the rise in female power, male power does not decline, but varies in manifestation. Other findings include the dualistic view in male portrayal, and the normalization of men as the target of jokes. The study serves as an appeal for the reinvention of masculinity in today’s world, and for more visible, creative efforts to challenge traditional male stereotypes in advertising and media.

Digital engagement with Super Bowl commercials: analysing likeability, length, and mood

Digital engagement with Super Bowl commercials: analysing likeability, length, and mood

Digital engagement with Super Bowl commercials: analysing likeability, length, and mood

Digital engagement with Super Bowl commercials: analysing likeability, length, and mood

The Market Responses to Super Bowl Advertising: The Role of Product Type and Multiple Executions

This study uses event study analysis to examine the impact of Super Bowl commercials on the stock prices of sponsoring firms by product type and the frequency of ad executions. By examining 272 Super Bowl advertisements from 142 firms that aired from 2010 to 2019, the results show that the execution of Super Bowl advertising was positively associated with excess returns. In particular, the abnormal return for the day after the event represents the largest gain in excess returns over a period of ±10 days around the event day. Further, cumulative average abnormal returns (CAARs) are consistently positive right after the event day. The findings demonstrate that Super Bowl commercials yielded higher returns for low-involvement and hedonic products. The number of ad executions is found to substantially enhance the effectiveness of Super Bowl advertising.

Mass-scale emotionality reveals human behaviour and marketplace success.

Online reviews promise to provide people with immediate access to the wisdom of the crowds. Yet, half of all reviews on Amazon and Yelp provide the most positive rating possible, despite human behaviour being substantially more varied in nature. We term the challenge of discerning success within this sea of positive ratings the 'positivity problem'. Positivity, however, is only one facet of individuals' opinions. We propose that one solution to the positivity problem lies with the emotionality of people's opinions. Using computational linguistics, we predict the box office revenue of nearly 2,400 movies, sales of 1.6 million books, new brand followers across two years of Super Bowl commercials, and real-world reservations at over 1,000 restaurants. Whereas star ratings are an unreliable predictor of success, emotionality from the very same reviews offers a consistent diagnostic signal. More emotional language was associated with more subsequent success.

Advertising exposure and investor attention: Estimates from Super Bowl commercials

AbstractProduct advertising captures the attention not only of consumers but also of investors. Constructing a measure of local investment interest in stocks from Google searches and using the Super Bowl as an experiment, we study the effects of advertising expenses on investor attention. We find that the post‐game Monday attention of investors in areas with high viewership increases significantly for both local and non‐local companies that air commercials. Non‐local firms with high advertising exposure in a region attract more interest than local firms with low exposure, suggesting that advertising has a stronger impact on investor attention than the local bias.

Advertising Exposure and Investor Attention: Estimates from Super Bowl Commercials

Product advertising captures the attention not only of consumers but also of investors. Constructing a measure of local investment interest in stocks from Google searches and using the Super Bowl as an experiment, we study the effects of advertising expenses on investor attention. We find that the post-game Monday attention of investors in areas with high viewership increases significantly for both local and non-local companies that air commercials. Non-local firms with high advertising exposure in a region attract more interest than local firms with low exposure, suggesting that advertising has a stronger impact on investor attention than the local bias.

Using Super Bowl 2017 Commercials to Teach about Diversity

This paper examines the idea of using advertising to facilitate difficult conversations about diversity, politics, race and gender in the classroom. In our current tense political climate, I explore how cultural competence can be developed in the classroom by introducing topics related to diversity through the viewing of Super Bowl 2017 commercials. This paper discusses the cultural competence model and the spiral of silence theory in the classroom and presents a case study developed in the Spring 2017 semester. The goal was to promote fruitful conversations about difficult topics, and the Super Bowl commercials proved to be the ideal tool. The course utilized for this activity was an introductory course to Public Relations. The method of analysis was an adaptation of Arthur Asa Berger's model of semiotic analysis of ads. The conversations revolved around three main issues: diversity, immigration and gender roles. The teaching experience fostered a healthy discussion and eased the initial reticence to engage in such difficult topics.

Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising.

The purpose of the present study is to investigate whether the effectiveness of a new ad on digital channels (YouTube) can be predicted by using neural networks and neuroscience-based metrics (brain response, heart rate variability and eye tracking). Neurophysiological records from 35 participants were exposed to 8 relevant TV Super Bowl commercials. Correlations between neurophysiological-based metrics, ad recall, ad liking, the ACE metrix score and the number of views on YouTube during a year were investigated. Our findings suggest a significant correlation between neuroscience metrics and self-reported of ad effectiveness and the direct number of views on the YouTube channel. In addition, and using an artificial neural network based on neuroscience metrics, the model classifies (82.9% of average accuracy) and estimate the number of online views (mean error of 0.199). The results highlight the validity of neuromarketing-based techniques for predicting the success of advertising responses. Practitioners can consider the proposed methodology at the design stages of advertising content, thus enhancing advertising effectiveness. The study pioneers the use of neurophysiological methods in predicting advertising success in a digital context. This is the first article that has examined whether these measures could actually be used for predicting views for advertising on YouTube.

Alcohol and violence in 2017 National Football League Super Bowl commercials.

Background: The National Football League (NFL) Super Bowl is a widely-viewed sports event and the commercials are especially popular among viewers. Previous research has demonstrated risky health behaviors in advertisements aired during sporting events. The purpose of this study was to analyze the content of the advertisements aired during the 2017 NFL Super Bowl. Methods: This cross-sectional study involved examining the content of all commercials, with an emphasis on health-compromising behaviors. The themes and highlights of the advertisements were analyzed based on whether there was a reference to alcohol or violence. Results: A total of 103 unique commercials were analyzed. The most common themes were humor (n=43), happiness (n=25), innovation (n=25), and enjoyment or relaxation (n=25).Alcohol was referenced in 13 (12.6%, 95% CI 7.5%, 20.4%) of the commercials. Advertisements with alcohol references were more likely to contain the themes of partying (odds ratio [OR]:16.2, 95% CI 1.4-193.4, P=0.041) and enjoyment or relaxation (OR: 4.7, 95% CI 1.4-15.6,P=0.014). There were 24 commercials with references to violence and these were more likely tobe promoting a movie (OR: 5.4, 95% CI 3.5-8.2, P<0.001) or television program (OR: 8.9,95% CI 2.6-30.26, P<0.001). Conclusion: Parents should consider whether it is appropriate for their children to watch a concentrated number of intense images containing references to alcohol and violence during this popular sporting event.

Mood Congruence or Mood Consistency? Examining Aggregated Twitter Sentiment Towards Ads in 2016 Super Bowl

While the popularity of Social TV has recently attracted significant research efforts from various research communities, little is known about how viewers' Twitter sentiment toward TV advertising is affected by the viewers' mood state affected by the TV program. In this paper, we take a large set of tweets posted during the Super Bowl 2016 to investigate the effect of audience's mood induced by the game on their reactions the Super Bowl commercials. Our results find the support for the mood congruence theory, suggesting that game-induced mood has a positive and significant effect on the viewers' Twitter sentiment towards the commercials. We also discuss both theoretical and practical implications for our study.

Fifty Years of Super Bowl Commercials, Thirty-Two Years of Spectacular Consumption

This article will explore the role and visibility of advertising during the Super Bowl over the years as a model for strategies of modern advertising and the resulting commercialization of US society. It uses the concepts of ‘spectacular consumption’ derived from Guy Debord and the ‘commodity audience’ from Dallas Smythe to frame the commercials’ cultural transformation and influence. The spectacular nature of Super Bowl commercials and the special commodity worth of its audience were not present in the early days of the event, but gained momentum with Super Bowl XVII and its airing of Apple’s ‘1984’ commercial that became mythologized in the advertising industry. After 1984, both the rising inflation-adjusted CPM (‘cost-per-thousand’) and the increased media coverage indicate an increased spectacularization. This also manifested in such phenomena as the influential, decades-long Doritos user-generated content contests and the Greatest Super Bowl Commercials TV specials, and was a forerunner of such post-millennial advertising strategies as branded entertainment and content marketing, all designed to integrate advertising as a legitimate form of entertainment culture and prevent the avoidance of advertising by audiences.

Popular music in Super Bowl commercials 2005-2014

Purpose The purpose of this paper is to quantify and qualify the commercials in the Super Bowl. Design/methodology/approach This study is a content analysis of the placement of popular music in Super Bowl advertisements over a ten-year period (2005-2014). Findings More than a quarter of the commercials analyzed contained popular music. Although the use of popular music in commercials vacillated from year to year, popular music was most often observed in the product category of beverages; the music treatment most often used was original vocals; and song lyrics were most often relevant to the narrative of the commercial, rather than the brand. Originality/value This study extends the growing body of Super Bowl advertising research to popular music in commercials and provides a benchmark for all future research in this area.

What's the Score?: A Content Analysis of Mature Adults in Super Bowl Commercials

ABSTRACTBased on the rising mature adult population (those aged 65+), the importance of advertisers recognizing this consumer group is imperative to businesses and consumers alike. Thus, this content analysis of 272 Super Bowl commercials, from the last 5 years (2010–2014), applied framing theory to examine how mature audiences are represented in one of the most expensive and highly viewed advertising venues. Previous research suggests that older adults are typically underrepresented in all media and often stereotyped. This study shows the opposite is true for recent Super Bowl commercials. Mature adults are prominently featured in nearly one-third (31.99%) of all ads analyzed—more than double their proportion in the general population and Super Bowl audience—and are framed most often in a positive light (80.49%). This indicates a promising shift from depictions that alienate to a more inclusive culture where mature adults are part of the media landscape and recognized as a key consumer base. Results do show, however, that women and minorities (especially Hispanics/Latinos) continue to be significantly under-represented.

A longitudinal analysis of the changing roles of gender in advertising: a content analysis of Super Bowl commercials

Although the prevalence of gender stereotypes in advertising is well established, relatively little research has examined gender stereotypes in the context of Super Bowl that is arguably the most important event in US television advertising. This study systematically examines gender representations across various product categories in Super Bowl commercials over a 20-year period (1990–2009). Our findings detect and discuss shifts in the cultural notions of gender constructed in advertising messages targeting the largest and the most demographically diverse audience in US television. The paper concludes with a discussion of the theoretical and managerial implications of our findings.

Hash tag Slogans, Super Bowl Commercials, and Millennial

An Exploratory Analysis of Entrepreneurs’ Social Media Usage in Small Business Practices Michele M. Granger, Ed.D.; Lauren Reiter, Ph.D. Abstract The primary purpose of this study was to analyze practices (e.g., usage, satisfaction, and future plans) in social media implemented by small business entrepreneurs. Through responsive evaluation research, investigative steps evaluated how reactive a social media platform was to entrepreneurial businesses using it. Entrepreneurs and employees participating in the studyrepresent micro- to small-sized enterprises in manufacturing, wholesale trade, and retail trade sectors. Empirical research using field study was implemented through surveys used for data collection.Preliminary research through a review of literature indicated seven social media channels that entrepreneurs mostcommonly used Facebook, Twitter, Instagram, LinkedIn, Pinterest, Periscope and Snapchat. The study fills a void in entrepreneurial research in social media and entrepreneurship education. Findings indicated that Periscope and Snapchat are becoming more useful to entrepreneurs. We can look to those for further marketing strategies. While LinkedIn is making great strides in workplace-related products or services, Facebook flattened in usage growth, but remains steady and is still considered effective. Academics must find ways to consistently implement timely social media education in their classes. Marketing professionals should develop detailed strategies to enable entrepreneurs with limited budgets and social media backgrounds to easily and fluidly integrate the platforms into marketing efforts. Full Text: PDF DOI: 10.15640/jmm.v3n2a2

An analysis of media violence in commercials aired during the telecasts of sports events

The violence contained in television commercials has received less attention than other areas of media violence research. This study analyzed violent content in the Super Bowl commercials that aired between 2001 and 2009. Twenty-two percent of the Super Bowl commercials appearing from 2001 to 2009 contained some type of violence. A number of quantifications related to types of violence, targets and perpetrators of violent acts, and reasons for violence, among others, are reported. Subsequently, the relationships between the contextual factors of the violence and commercial likeability were examined.

“We Wear No Pants”: Selling the Crisis of Masculinity in the 2010 Super Bowl Commercials

In this article we argue that the commercials aired during the 2010 Super Bowl, a preeminent national advertising showcase, provide a stinging contribution to the contemporary discourse of masculinity in the United States. Using a combination of discourse and semiotic analysis, we draw on and expand Michael A. Messner and Jeffrey Montez de Oca’s 2005 examination of the trope of the happy loser in beer commercials. Conducting a close reading of five illustrative Super Bowl commercials, three from 2010 and two from 2009, we find that the 2010 Super Bowl commercials turn their back on the happy loser. Rather than appearing humorous and endearing, these losers are portrayed as delusional dopes—lost and pathetic figures who are oblivious to the supposed decline in their social standing. We argue that these messages build on broader anxieties about the recent economic recession and the empowerment of social minorities in an attempt to mass-market the discourse of a crisis of masculinity. Men’s bodies are the semiotic link in these commercials, and as viewers are bombarded with images of soft and aging male bodies, men are called upon to “wear the pants” and take their “last stand” through consumption.

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.

Down-to-the-Minute Effects of Super Bowl Advertising on Online Search Behavior

Online consumer data presents new opportunities for measuring the effects of advertising. We combine search query data with the commercial schedule for the 2011 Super Bowl to measure the causal impact of TV advertising on consumer search behavior. Examining 46 of 67 Super Bowl commercials, we generally find large spikes in search behavior related to the advertiser or product within 15 seconds following the conclusion of the TV commercial. We present results for four categories of Super Bowl advertisers: movies, online services, cars, and other consumer goods. We also consider the economic and statistical feasibility of scaling this analysis to use search data to measure other TV commercials.