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Quick Poll Results - Super Bowl LVII


Results of the Newhouse School Librarian's informal Super Bowl LVII advertising quick poll, with voting open between February 13 and February 24 point toward these three advertisements as favorites

  1. Dunkin - featuring Ben Affleck
    [the first ever Super Bowl Ad of that restaurant chain, and also the most popular in this informal poll]

    Tied for 2nd and 3rd place are these two advertisements:

  1. Farmer's Dog - Ava & Bear
  2. Popcorners - Breaking Good

Are you exploring the Super Bowl, advertising or similar sporting events as a subject of research?

Three Top Favorites

Researching Super Bowls and Advertising

  • CELEBRITIES:  Use of celebrity spokespersons continued to be a prominent feature during this year’s Super Bowl, with about 80% of the advertisements featuring a celebrity in a central manner.
  • RECOMMENDED STARTING POINTS:  Among the stronger databases for media studies is Taylor & Francis Online Journals - which also contains an entire scholarly journal that investigates various aspects of celebrity, entitled Celebrity Studies [it describes its aims and scope as being that of a peer reviewed journal that focuses on the critical exploration of celebrity, stardom and fame. It seeks to make sense of celebrity by drawing upon a range of (inter)disciplinary approaches, media forms, historical periods and national contexts].

A small sampling of examples of published academic literature within the larger Taylor & Francis Online Journals database that have centered on the Super Bowl as a topic:

Hatzithomas, L. Christina Boutsouki, C. & Paschalina Ziamou, P. (2016). A longitudinal analysis of the changing roles of gender in advertising: a content analysis of Super Bowl commercials. International Journal of Advertising. 35 (5), 888-906, DOI: 10.1080/02650487.2016.1162344

Hopsicker. P.M. (2017) ‘Superbowling’: Using the Super Bowl’s yearly commentary to explore the evolution of a sporting spectacle in the American consciousness. The International Journal of the History of Sport, 34 (1-2), 23-45. DOI: 10.1080/09523367.2017.1334644

Taylor, C.R. (2016) Some interesting findings about Super Bowl advertising. International Journal of Advertising, 35 (2), 167-170. 10.1080/02650487.2016.1156294

Use a large citation tracking database like Scopus to identify more recently published academic publications that have cited these. For instance, this article from last year cites the earlier article by authored C.R. Taylor: Von Felbert, A. & Breuer, Christoph. (2022). The influence of multiple combinations of celebrity endorsers on consumers’ intentions to purchase a sports related product. Sport, Business and Management: An International Journal, 12(4), 440-458


KNOW YOUR OPTIONS:  In addition to searching for publications using Summon's advanced search screen - those researching in areas like sports media or the scholarly or business elements of Super Bowls, can also consider these A to Z lists of licensed SU Libraries databases:

_Michael Pasqualoni, Newhouse School Librarian [SU Libraries]