Sascha Raithel (Freie Universität Berlin)
Date: May 11th 2023
Time: 5:00pm - 6:30pm
Location: Room B006, Geschwister-Scholl-Platz 1
Title: What makes Super Bowl ads effective? An empirical investigation
Abstract:
Super Bowl ads are highly anticipated by the media and consumers alike, making them a powerful marketing tool. Despite the considerable attention given to the effectiveness of Super Bowl ads in terms of measures such as ad likeability, word-of-mouth, and stock price, there has been a noticeable lack of research on whether and how these ads contribute to a crucial marketing objective: building brands and create conversions. Previous advertising research has explored numerous executional factors, including the brand differentiating message (BDM), which refers to the principal claim being unique to the product being advertised. Research has shown the importance of the BDM for advertising effectiveness, but the focus has since shifted away from it. However, this marginalization of the BDM over the past 30 years is a significant concern, as it remains unclear how critical it is for advertising effectiveness. This study aims to fill this research gap by using the Super Bowl as a quasi-experimental setting to examine the impact of 288 Super Bowl ads from 2013-2022 on brand equity and to explore the role of the BDM compared to other executional elements. The empirical findings of this study shed light on the factors that contribute to the success of Super Bowl advertising and advertising in general. By investigating the relationship between Super Bowl ads, ad liking, brand equity, and the BDM, this study offers valuable insights into the effectiveness of advertising in building brands and driving sales, which can inform advertising strategies and practices.