How Early Social-Media Release Helps Super Bowl Ads

Summary

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. Takeaways include:

• 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.