Impact of advertising during important event: Is the hype worth it?

Abstract

Advertising slots during important events like Cricket matches or elections and during high TRP TV shows (both reality & non-reality) sell like hotcakes these days. One could see a lot of brands fighting it out and willing to pay huge amounts, even for a 10 sec slot. As per consumer behaviour theories, one could understand that the attention of consumers is high, when the emotional arousal is medium or low. But in all these cases of important events, say an Ind vs Pak match or a TV serial the consumers are so emotionally attached with, they may want the advertisement to get over quickly so that the action could resume. Hence it is crucial to study whether such advertising is effective and whether consumers form any strong associations with the brands they see during these events