Researchers had 112 undergrads watch old college basketball games. Half saw a suspenseful match; the others, a landslide win. And each game had four randomly-inserted ads: two halfway through, two at game’s end.
Turns out the brand advertised right after a suspenseful game made the biggest impression on students. The authors say that's because a viewer's arousal builds during the game. And after a win, all that excitement gets transferred to the ad. But only if the ad itself is thrilling—like a dramatic Nike ad they played. A dull Sudafed infomercial fumbled in the same slot.
And it doesn’t matter whether you’re rooting for the Patriots or the Giants, either. As long as there’s a nail-biter, that final ad may be poised to score a touchdown.
—Christopher Intagliata
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