Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020

Dan Li, Nicholas Masafumi Watanabe
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Abstract

Purpose

This study aims to examine the cross-media effect of Super Bowl ads on online search behavior. Furthermore, the authors explored the role of ad likability in the effect.

Design/methodology/approach

This study used a quasi-experiment method to test the hypotheses. The subjects of investigation are the brands advertised during the past ten years of Super Bowl from 2011 to 2020 (n = 389). Search volume index data were collected through Google Trends. The authors used Ad Meter ratings to measure ad likability.

Findings

The findings indicate that Super Bowl advertisements stimulate consumers' likelihood to seek information about the advertised brands via search engines. The search volumes for brands hit a peak right after the Super Bowl advertising exposure. Additionally, ad likability influenced the increase in search volume. Consumers tend to search a brand online if they liked its Super Bowl ad.

Originality/value

The study contributes to the literature on Super Bowl advertising effectiveness by examining the impact of Super Bowl advertising on online search behavior and the role of ad likability in the relationship. Marketers will be able to utilize the increase in search volumes after the Super Bowl advertising exposure to further enhance brand engagement.

超级碗广告对在线品牌搜索的影响:从2011年到2020年的十年洞察
目的本研究旨在探讨超级碗广告对网络搜索行为的跨媒体影响。此外,作者还探讨了广告亲和力在这种效应中的作用。设计/方法/方法本研究采用准实验方法来检验假设。调查对象为2011年至2020年超级碗近十年的广告品牌(n = 389)。搜索量指数数据是通过谷歌趋势收集的。作者使用Ad Meter评级来衡量广告的受欢迎程度。研究结果表明,超级碗广告刺激了消费者通过搜索引擎寻找广告品牌信息的可能性。品牌的搜索量在超级碗广告曝光后达到顶峰。此外,广告的亲和力影响了搜索量的增加。如果消费者喜欢某个品牌的超级碗广告,他们往往会在网上搜索该品牌。独创性/价值本研究通过研究超级碗广告对在线搜索行为的影响以及广告亲和力在这一关系中的作用,为超级碗广告有效性的文献做出了贡献。营销人员将能够利用超级碗广告曝光后搜索量的增加来进一步提高品牌参与度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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