How Digital Conversations Reinforce Super Bowl Advertising

The current study investigated the interactive relationship of social-media conversation and brand television advertising during the 2011 and 2012 U.S. National Football League Super Bowl championship games. The Super Bowl often is the most-watched yearly U.S. television broadcast. Results indicated that pre-game and game-day social media conversations for advertised brands enhanced audience engagement. Television advertisements played a significant role in amplifying social-media conversations about the advertised brands. Overall, the study found evidence that the relationship between traditional television advertising and online social-media conversations was reciprocal, with both media platforms working in tandem to enhance brand engagement. 

Journal of Advertising Research
Spotts, Harlan E.; Purvis, Scott C.; Patnaik, Sandeep
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