Does Offline Brand Advertising Affect Online Conversations?

Marketers are shifting advertising spend from offline to online. However, ignoring the offline advertising has its perils as creatives of offline advertisements are emotion laden. This research attempts to understand whether offline advertising for a brand plays any role in affecting the sentiment of online conversations. We find that TV ads increase sentiment in conversations. Brand-building & promotional ads increase sentiment while apology ads about product recall hurt sentiment. 30 second TV ads work best while less than 30 second ads have no effect. These effects wear-in by the 2nd hour & die down by 6th hour.