Title: Digital engagement with Super Bowl commercials: analysing likeability, length, and mood

Authors: Karen A. Loveland; Katherine Taken Smith; Lawrence Murphy Smith

Addresses: Department of Management and Marketing, Texas A&M University-Corpus Christi, O'Conner Building – Room 333, 6300 Ocean Drive, Unit 5808 Corpus Christi, TX 78412-5808, USA ' Department of Management and Marketing, Texas A&M University-Corpus Christi, RELLIS Campus, 1425 Bryan Road, Suite 106; Bryan, TX 77807, USA ' Department of Accounting, Finance and Business Law, Texas A&M University-Corpus Christi, RELLIS Campus, 1425 Bryan Road, Suite 106, Bryan, TX 77807, USA

Abstract: The purpose of this study is to examine digital engagement with television commercials using online advertising metrics. Using data collected from 370 Super Bowl ads from 2014 through 2020, this study builds on prior research by examining digital engagement with the ads and related brands. Further, this study adds to prior research by including a broader measure of digital engagement along with the assessment of the sentiment of that engagement. Findings indicate that 'likeable' ads generate higher volume and more positive sentiment in digital engagement with the ad. Contrary to prior research, findings indicate that longer ads and emotional ads do not lead to increases in positive digital engagement. Findings from this research can help marketers design effective commercials that will increase their return on investment by stimulating digital engagement. Given the high cost of Super Bowl ads, this is very useful for marketing managers to know.

Keywords: digital engagement; ad likeability; sentiment analysis; television advertising; online chatter; digital engagement with advertising; Super Bowl commercials; humour in advertising; emotional appeals; TV commercial length.

DOI: 10.1504/IJSMM.2023.131949

International Journal of Sport Management and Marketing, 2023 Vol.23 No.4, pp.275 - 289

Received: 25 May 2021
Received in revised form: 24 May 2022
Accepted: 12 Jul 2022
Published online: 05 Jul 2023 *

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