Abstract
Advertising interference occurs when viewers are exposed to multiple advertising messages for various brands within a short period of time. A study featuring a highly-cluttered advertising event, Super Bowl XLIX, is conducted to examine what factors influence the attention paid to the advertisements and the effectiveness of individual advertisements. Utilizing hierarchical regression analysis of survey data collected from 343 viewers in the days following the event, results indicate that NFL fans pay more attention to the advertisements during the Super Bowl broadcast. Attention then acts as a mediating variable leading to advertising effectiveness. An ancillary study is added from additional data gathered in the survey. Respondents indicated adjectives to describe their emotional responses to their favorite and least favorite advertisements. Humorous, memorable, creative, and attention-getting adjectives elicit desirable emotional responses and may be one way to break through the clutter to garner the attention of viewers.