Expert analyzes emotional quotient of super bowl ads

February 7, 2011 by Leslie Cranford

( -- 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: Super Bowl ads focus on high-def TV

Related Stories

Super Bowl ads focus on high-def TV

January 13, 2006

Advertisers will add high-definition sharpness to their roster of splashy commercials to be aired during the Super Bowl.

The message in advertising is irrelevant, new research shows

December 4, 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

February 2, 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 executives from ...

Super Bowl ad frenzy stretches far beyond the game

February 3, 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

Biologists trace how human innovation impacts tool evolution

November 24, 2015

Many animals exhibit learned behaviors, but humans are unique in their capacity to build on existing knowledge to make new innovations. Understanding the patterns of how new generations of tools emerged in prehistoric societies, ...

First Londoners were multi-ethnic mix: museum

November 23, 2015

A DNA analysis of four ancient Roman skeletons found in London shows the first inhabitants of the city were a multi-ethnic mix similar to contemporary Londoners, the Museum of London said on Monday.


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.