THE RELATIONSHIP BETWEEN AD LIKEABILITY OF THE 2015 SUPER BOWL COMMERCIALS AND GOOGLE SEARCH AND TWEET VOLUME
Open Access
- Author:
- Krause, Megan Jo
- Area of Honors:
- Interdisciplinary in Advertising and Public Relations and Information Sciences and Technology
- Degree:
- Bachelor of Arts
- Document Type:
- Thesis
- Thesis Supervisors:
- Jim Jansen, Thesis Supervisor
Steve Manuel, Thesis Honors Advisor
Marc Aaron Friedenberg, Thesis Honors Advisor - Keywords:
- super bowl
commercial
ad likeability
google
twitter - Abstract:
- This research investigates ad likeability of broadcast commercials and how it relates to the change in volume of tweets and Google searches for corresponding brands, specifically for Super Bowl XLIX commercials. A number of traits shown to influence ad likeability—such as humor, product information, and sex appeal—and some other typical components of commercials—hashtags, vocalized brand name, and length—were also looked at in this study to determine whether the same traits that influence ad likeability or are commonly used in ads also influence changes in tweet and search volumes. With a 30-second Super Bowl XLIX commercial costing advertisers $4.5 million in 2015, advertisers must capitalize on their time slot, which includes understanding which commercial characteristics influence consumers’ online actions. Results obtained from the study of 50 commercials for 46 brands determined that an ad’s likeability does not correlate with an increase in volume of tweets about or Google searches for its brand. Apart from the length of the commercial, there were also no statistically significant relationships between the commercials’ traits and their corresponding tweets or Google search volume. Overall, this study determined that the 2015 Super Bowl commercials’ ad likeability rankings do not correlate with an increase in consumers’ online actions after the commercials airs. Furthermore, the traits that correlate with ad likeability—such as the inclusion of animals or humor in the commercial—do not correlate with tweets about or Google searches for the commercial’s brand.