Predicting Super Bowl Ad Likeability in the New Millennium
Date
2010-04Author
Hofer, Ashley
Rozumalski, Dan
Theiler, Clay
Advisor(s)
Yelkur, Rama
Tomkovick, Charles L.
Metadata
Show full item recordAbstract
U.S. advertisers love the Super Bowl because it reaches a huge and highly receptive audience. One metric Super Bowl advertisers watch closely is ad likeability, since this is correlated with sales success. This study is a replication and
extension of the 2001 Tomkovick, Yelkur, and Christians research of Super Bowl ads in the 1990s. We explored 488 ads from the nine Super Bowls during the years 2000-2008. Our findings show humor, animals, product category, product information and presence of children all significantly impacted ad likeability.
Subject
Television advertising--Evaluation
Advertising in popular culture--Evaluation
Super Bowl--Advertising--Evaluation
Posters
Permanent Link
http://digital.library.wisc.edu/1793/46984Description
Color poster with text, images, and graph.