Purpose

Sports advertisements such as the Super Bowl showcase products and brands that have invested increasingly large sums financially to gain viewers’ attention. However, how audio features in advertisements impact viewers' behavior remains unexplored.

Design/methodology/approach

Using the lens of signaling theory, this research uses advanced data analytics of voice and music audio in Super Bowl advertisements to examine its impacts on viewers.

Findings

Results show that advertisement viewers prefer more voiced frames and have a greater liking behavior of voiced frames with a low intensity (less loud) and a higher F1 frequency, which is typically associated with male vocal tracts. A fast music tempo works better for longer advertisements. The model controls for various types of ad appeals. The research underlines the importance of voice and music in signaling successful brand features that are likely to increase the ad-liking behavior of consumers (positive effect).

Research limitations/implications

The current research implies that brands advertising through sports ads must carefully select voice actors and music in order to provide the most positive signals for a brand to have the most significant effect and, thus, a greater return on the high sums invested in the ads.

Originality/value

First, this research contributes in terms of a new research process for using audio analytics in advertising. The detailed research process outlined can be used for future research examining audio and music from advertisements. Second, our findings provide additional support to the important role of voice features (e.g. intensity and frequency) as signals in inducing responses from consumers (Biswas et al., 2019; Hagtvedt and Brasel, 2016). Third, the study surfaces a new theoretical association: the effect of tempo in moderating the relationship between duration and propensity to like an ad.

中文翻译：

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“我喜欢那个声音”：了解广告中音频的效果

 目的

超级碗等体育广告展示了投入越来越多资金来吸引观众注意力的产品和品牌。然而，广告中的音频特征如何影响观众的行为仍有待探索。

设计/方法论/途径

这项研究利用信号理论的视角，对超级碗广告中的语音和音乐音频进行高级数据分析，以检验其对观众的影响。

 发现

结果表明，广告观看者更喜欢更多的有声帧，并且更喜欢低强度（声音较小）和较高 F1 频率的有声帧，这通常与男性声道相关。快的音乐节奏对于较长的广告效果更好。该模型控制各种类型的广告诉求。该研究强调了语音和音乐在传达成功的品牌特征方面的重要性，这些特征可能会增加消费者对广告的喜爱行为（积极效应）。

研究局限性/影响

目前的研究表明，通过体育广告进行广告的品牌必须仔细选择配音演员和音乐，以便为品牌提供最积极的信号，从而产生最显着的效果，从而为广告投入的高额资金带来更大的回报。

 原创性/价值

首先，这项研究为在广告中使用音频分析的新研究过程做出了贡献。概述的详细研究过程可用于未来研究广告中的音频和音乐。其次，我们的研究结果进一步支持了语音特征（例如强度和频率）作为诱导消费者响应的信号的重要作用（Biswas等人，2019 年；Hagtvedt 和 Brasel，2016 年）。第三，该研究提出了一个新的理论关联：节奏在调节广告时长和喜欢广告的倾向之间的关系方面的作用。