Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/286964 
Year of Publication: 
2021
Citation: 
[Journal:] Journal of the Academy of Marketing Science [ISSN:] 1552-7824 [Volume:] 49 [Issue:] 4 [Publisher:] Springer US [Place:] New York, NY [Year:] 2021 [Pages:] 743-761
Publisher: 
Springer US, New York, NY
Abstract: 
This research explores how television viewers' online program engagement (OPE)—engagement in social media conversations about television programs—relates to audience size during ads in those programs. We leverage a multisource dataset of 8417 ad instances, volume and deviation measures of OPE activity (program-related Twitter mentions), and audience size during ads. We show that increases in OPE volume and positive deviations from the episode's average level of OPE before an ad relate to higher ad audience size. To explain, we argue that OPE reflects viewers' program involvement which attenuates their channel-changing behavior during ads. Positive OPE deviations moreover relate to higher ad audience sizes most strongly for earlier ads in a break. Our results help television networks and advertisers strategically determine ad placements for increased ad audience size by highlighting social episodes (characterized by high OPE volume) and social moments (characterized by positive OPE deviations) as attractive advertising environments.
Subjects: 
Television advertising
Audience size
Online word-of-mouth
Social TV
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version

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