The Effectiveness of Advertising Embedded in Televised Sport Programming: How Team Performance Influences de Formation

Exploring Emotional and Cognitive Priming Effects in Mediated Sports Using Psychophysiological Measures: How Sport Program-Induced Emotions and Ad Schema Congruity Influence Effectiveness of Advertising

“…Game outcome varied at two levels: loss, which corresponds with negative emotion, and win, which corresponds with positive emotion. Uncertainty about the outcome differed at two levels: close, which previous research indicates is associated with increased arousal, and lopsided, which is associated with calmness (Lee et al, 2018;Bee & Madrigal, 2012). In a within-subjects design, these were crossed, which generated four different levels (e.g., positive/calm, negative/ arousing) of emotional trajectories.…”

“…Emotional Responses to Advertisements. Facial electromyography (EMG) was used to assess emotional valence as an indicator of commercial effectiveness: A em (e.g., Lee et al, 2018;Lee, 2021). Activity in the area of the corrugator supercilii (negative affect) muscle groups was recorded during the presentation of the ads.…”

“…Attitude toward Advertisement. A set of six semantic differential items was adopted from previous studies (e.g., Lee et al, 2018;Wang & Lang, 2012) to assess attitude toward the ad (A ad ). The items, ranging from 1 (e.g., unpersuasive, uninformative, unattractive, unappealing) to 7 (e.g., persuasive, informative, attractive, appealing) points, were used to respond to the question "how do you evaluate the advertisement" (Cronbach's alpha = 0.92).…”

“…For example, Gantz et al (2006) proposed that the dramatic nature (e.g., uncertainty of outcome) of sport spectatorship creates stronger emotional responses when compared to other entertainment options (e.g., drama, comedy). The unique emotional state facilitated by sport programming can affect cognitive and persuasive information processing of video ads placed within them (Lee et al, 2018).…”

“…Despite the increased spending for TV commercial advertising during sport programming, little scholarly attention has been given to this area and it is unclear (1) how factors that contribute to the spillover effect (e.g., emotion and arousal) transfer from sport programs to ads and (2) if there are any boundary conditions (e.g., program-ad congruity) of this relationship. With a few exceptions (e.g., Bee & Madrigal, 2012; Lee et al, 2018), previous research in the field of sport marketing communication focuses on the effectiveness of other sport advertising forms such as sport sponsorship, athlete endorsement, in-stadium signage (e.g., Cianfrone & Zhang, 2006; Chang, 2018; Lee et al, 2019). More research on video advertising in the sport broadcasting setting is needed to advance our theoretical understanding of how video advertising works in sports contexts and to generate practical insights for marketers.…”