Existing theories of media competition imply that advertisers will pay a lower price in equilibrium to reach consumers who multi-home across competing outlets. We generalize and extend this theoretical result and test it using data from television and social media advertising. We find that...

Purpose – The purpose of this study was to conduct a content analysis of humor styles used in US and Mexican television advertising. Design/methodology/approach – A total of 97 television commercials broadcasted by major US and Mexican national television networks were classified under the...

The Super Bowl is one of the highest profile sporting events in the USA. Each year, over 100 million American consumers watch the Super Bowl. Its popularity is driving marketing forces such as TV commercials, corporate sponsorship, publicity, social media, entertainment and economic activities...