Expert analyzes emotional quotient of super bowl ads

Feb 07, 2011 by Leslie Cranford

(PhysOrg.com) -- Professors will analyze Twitter feeds to examine commercials' buzz.

Super Bowl is as big as the game itself.

This year, more than any other, these advertisements will be part of the conversation in social media. A Texas Tech University marketing professor and his colleagues will be testing a novel system to track and analyze the buzz created in the by advertisements.

Mayukh Dass, assistant professor of marketing in the Rawls College of Business at Texas Tech, Piyush Kumar, of the University of Georgia and the Wharton School, and Shyam Kapur, president of TipTop Technologies, a Silicon Valley startup, will use their new system to assess the emotional quotients (EQ) of .

By using real-time data on Twitter and subjecting it to a series of analyses using sophisticated , and network analysis tools, Dass said that they may be able to show ad sponsors whether or not their high-dollar ads were effective.

“This first-of-its-kind analysis will give information about the pattern of emotional response to each advertisement and will be able to provide timely clues in terms of which ones clicked with the audience and on which dimension,” Dass said.

In addition to ranking the advertisements based on the overall positive and negative sentiments generated, the analyses will be able to pinpoint specific emotions that were triggered by each advertisement and compare them on emotional intensity.

The analysis also will be able to compare the emotional quotients of advertisements aired during the pre-game show, the half-time break and the post-game show. It will also be able to examine whether there was any relationship between the emotional intensity toward the game at a point in time and toward the advertisements being aired at that time.

Explore further: Globalisation doesn't automatically make countries better off

Provided by Texas Tech University

not rated yet
add to favorites email to friend print save as pdf

Related Stories

The message in advertising is irrelevant, new research shows

Dec 04, 2006

Creativity and emotion are what makes advertising successful, not the message it is trying to get over, new research shows. Dr Robert Heath, from the University of Bath’s School of Management, found that advertisements ...

Super bowl XLV ads -- don't expect much

Feb 02, 2011

John Antil teaches marketing at the University of Delaware. He has devoted more than 20 years to researching Super Bowl advertising. He is currently completing a research project interviewing more than 50 ...

Super Bowl ad frenzy stretches far beyond the game

Feb 03, 2011

(AP) -- The Super Bowl commercial blitz is extending beyond the usual talking babies and office chimps to engage viewers online and get more for advertisers' $3 million-plus investment.

Recommended for you

When aid brings conflict, not relief

Jan 28, 2015

Although you might expect that providing aid to impoverished villages in the Philippines could only bring them relief, a University of Illinois study found that the villages that qualified for some forms of aid actually saw ...

Study calls for audit transparency

Jan 26, 2015

As major accounting companies increasingly outsource audit work to other firms, a new study from the University of Colorado Denver Business School says greater transparency is needed to help investors assess the quality of ...

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.