This study examined the advertisement structure of online and off-line broadcasts as consumer drivers to Web sites through the integration of specific calls to action. Content analysis was performed on ads aired during the online and off-line broadcasts of an NCAA Men’s Basketball Tournament. The key finding of this research is that communication and technology companies value advertising during online sporting-event broadcasts, because these companies were significantly more visible during the online broadcasts than the television broadcasts (χ2 = 6.67, p = .017). A much higher percentage of online ads were shorter (15 seconds) in duration (χ2 = 7.029, p = .01), appealed to fantasy (χ2 = 8.494, p = .004), and used advertising execution techniques emphasizing new products or features (49%) more often than in television ads (18%; χ2 = 11.078, p = .001). The findings provide insight into how calls to action in advertisements during Webcasts and traditional television offerings can move consumers to Web sites.
Pegoraro is with the School of Sports Administration, and Giguere, the School of Commerce, Laurentian University, Sudbury, ON, Canada. O’Reilly is with the David Falk Center for Sport Management, Syracuse University, Syracuse, NY.