An Oregon State University researcher says viewers consider advertising in a more favorable light after watching a close, exciting sporting event.
"Games with high excitement levels result in a transfer of that emotion to the ads -- particularly to ads shown at the end of the game that also have a lot of energy and excitement built in," said Colleen Bee, an Oregon State marketing expert and author of the study published in the Journal of Advertising.
"We expected the outcome of a game to affect a viewer's attitude toward the brand and the ad itself, but we found that whether the favored team won or lost had no real impact.
"It was all about the excitement and intensity of the game," she said in an OSU release Tuesday.
In the study, 112 people watched a collegiate basketball game and viewed ads in the context of either a high-suspense game or a low-suspense game.
"The most important influence we found was the level of suspense, both for the game and the advertisement," Bee said. "An ad with more zip and high energy paired with a close game resulted in increased favorable responses toward the ad and brand."