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| Tekijä: | Siefert, C.J. (et al.) |
| Otsikko: | Winning the Super "Buzz" Bowl. How biometrically-based emotional engagement correlates with online views and comments for Super Bowl advertisements |
| Lehti: | Journal of Advertising Research
2009 : SEP, VOL. 49:3, p. 293-303 |
| Asiasana: | advertising television advertising advertising effectiveness advertising research consumer behaviour preferences rate of return investment sports industry USA |
| Vapaa asiasana: | guerilla marketing |
| Kieli: | eng |
| Tiivistelmä: | Advertisements (hereafter as: ads) in the Super Bowl (here as: S.B.) have become almost as famous as the game itself. Between production costs and the price of air time, companies advertising in the S.B. do so at remarkable expense. Return on investment for S.B. ads is reinforced by wide viewership, pregame media chatter, and postgame buzz among consumers. Yet, not all ads produce the same degree of buzz. This study explores how emotional engagement with S.B. ads relates to an important area of consumer response, that is, online buzz. A biologically-based measure of audience engagement was used to monitor a sample of adults (W=30) viewing S.B. XLII live. Advertising scores derived from biometric response ratings for S.B. ads were found to be highly correlated with online buzz. |
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