The Impact of Airing Super Bowl Television Ads Early on Social Media Benefits and Drivers of Watching, Liking, And Sharing Advertisements on Social Media

Every year, executives debate whether to release their Super Bowl advertisements early on social media, or whether this early release will hurt the surprise and impact of being seen for the first time during the most viewed televised sporting event in the United States. This research examines the impact of prior social-media engagement with a Super Bowl advertising campaign on consumers' moment-to-moment affect traces and retrospective evaluations of television advertisements. Benefits include affect traces characterized by a higher peak, final moment, and linear trend as well as higher retrospective advertisement and brand evaluations. Reflecting the positive influence of social media on attitudes and processing, this research also examines the drivers of social-media interaction. Findings include that watching an advertisement on social media was driven mainly by how engaging, serious, or humorous consumers believed an advertisement would be. Liking or sharing an advertisement on social media was driven primarily by consumers' cognitive thoughts about the advertisement or brand.