Cross-Media Consumption: Insights from Super Bowl Advertising

Neeraj Bharadwaj, Michel Ballings and Prasad A. Naik

Journal of Interactive Marketing, 2020, vol. 50, issue C, 17-31

Abstract: When viewers engage in cross-media consumption—view television advertising and social media posts on another medium—how do stimuli from multiple screens influence their response? To address this question, we construct a comprehensive dataset to estimate the effects of Super Bowl advertising and the advertised brands' Facebook content on ad likability. The novel insights emerging from the analyses include that: both media directly and significantly impact the response, contributing 60% and 40%, respectively; thinking hurts liking; and an ad's serial position does not matter, which differs from the primacy and recency effects previously reported in advertising studies. This study contributes to the theory and practice by: (i) testing open research questions empirically regarding the complementary effects of two screens; (ii) extracting the formal, analytic, and narrative thinking styles from the actual words in social media comments; and (iii) demonstrating that divided attention across screens has negative consequences on viewer appraisals.

Keywords: Cross-media consumption; Paid and owned media; Super bowl advertising; Unstructured data; Parceling; Dimension reduction regression (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:50:y:2020:i:c:p:17-31

DOI: 10.1016/j.intmar.2019.09.002

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