Down-to-the-Minute Effects of Super Bowl Advertising on Online Search Behavior

22 Pages Posted: 3 Mar 2013 Last revised: 4 Mar 2013

Date Written: February 27, 2013

Abstract

Online consumer data presents new opportunities for measuring the effects of advertising. We combine search query data with the commercial schedule for the 2011 Super Bowl to measure the causal impact of TV advertising on consumer search behavior. Examining 46 of 67 Super Bowl commercials, we generally find large spikes in search behavior related to the advertiser or product within 15 seconds following the conclusion of the TV commercial. We present results for four categories of Super Bowl advertisers: movies, online services, cars, and other consumer goods. We also consider the economic and statistical feasibility of scaling this analysis to use search data to measure other TV commercials.

Suggested Citation

Reiley, David and Lewis, Randall A., Down-to-the-Minute Effects of Super Bowl Advertising on Online Search Behavior (February 27, 2013). Available at SSRN: https://ssrn.com/abstract=2227122 or http://dx.doi.org/10.2139/ssrn.2227122

David H. Reiley Jr. (Contact Author)

Google, Inc. ( email )

1600 Amphitheatre Parkway
Second Floor
Mountain View, CA 94043
United States

Randall A. Lewis

Netflix ( email )

Los Gatos, CA
United States
312-RA-LEWIS (Phone)

HOME PAGE: http://www.econinformatics.com/

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