Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020

Purpose This study aims to examine the cross-media effect of Super Bowl ads on online search behavior. Furthermore, the authors explored the role of ad likability in the effect. Design/methodology/approach This study used a quasi-experiment method to test the hypotheses. The subjects of investigation are the brands advertised during the past ten years of Super Bowl from 2011 to 2020 (n = 389). Search volume index data were collected through Google Trends. The authors used Ad Meter ratings to measure ad likability. Findings The findings indicate that Super Bowl advertisements stimulate consumers' likelihood to seek information about the advertised brands via search engines. The search volumes for brands hit a peak right after the Super Bowl advertising exposure. Additionally, ad likability influenced the increase in search volume. Consumers tend to search a brand online if they liked its Super Bowl ad. Originality/value The study contributes to the literature on Super Bowl advertising effectiveness by examining the impact of Super Bowl advertising on online search behavior and the role of ad likability in the relationship. Marketers will be able to utilize the increase in search volumes after the Super Bowl advertising exposure to further enhance brand engagement.

Automated summary

This study examines the cross-media effect of Super Bowl ads on online search behavior, and explores the role of ad likability in this effect. The findings show that Super Bowl advertisements stimulate consumers' likelihood to search for information about the advertised brands online. Ad likability also influences the increase in search volume. The study contributes to the literature on Super Bowl advertising effectiveness and provides insights for marketers to enhance brand engagement using the increase in search volumes.