Member Only Access
Advertisers often debate whether or not to air their Super Bowl ads early on social media. This study’s moment-by-moment analysis of consumers’ emotions while they viewed the ads—and their related pre-Game social-media behavior—shows that the benefits extend not just in-game, but afterward with more favorable attitudes and purchase intentions.
The research also explores the benefits and drivers of watching, liking and sharing ads on social media, and provides creative strategies for getting users to engage in those specific behaviors.
- Among the benefits to releasing an ad early on social media are affect traces (emotional responses) characterized by higher peak, final moment and linear trend as well as better attitudes toward the ad and the brand.
- Managers should create ads in which the peak level of affect occurs earlier in the ad, lasts longer and ends near the conclusion of the ad to ensure maximum effectiveness.
- If a manager’s goal is to get people to watch an ad on social media, this behavior is motivated by how engaging, serious or humorous an ad is perceived to be.
- If a manager’s goal is to get people to like or share an ad on social media, this behavior is motivated by whether consumers perceive the ad as influential to their purchase decision.
Jennifer Lee Burton (firstname.lastname@example.org) is assistant professor of marketing at The University of Tampa. Her research focuses on the topics of persuasion, marketing communications and social media.
Kristen M. Mueller (email@example.com) is the owner of the Accent Your Style Boutique inside Jensen Home Furnishings, located in central Illinois. Mueller worked on the research for this paper as an undergraduate student at Bradley University.
Jan Gollins was the principal and founder of the Delta Modelling Group, and an adjunct professor at DePaul University, University of Chicago and Loyola University, before his death in November 2017.
Danielle M. Walls (Danielle@bdjsolutions.com) is cofounder and research director of BDJ Solutions, a custom market-research company founded in 2010.