The Bowl Afterglow: Maintaining Momentum Once the “Big Game” Is in the RearviewFor those in the advertising industry, Super Bowl ads are as big as the game itself, representing the zenith of capitalistic creativity. “Overall, Super Bowl ads bring a big boost in word-of-mouth impressions, but it’s short-lived.” Said Linli Xu, Associate Professor at the University of Minnesota Carlson School of Management and one of the co-authors of the study. So what tools can digital marketers employ to ensure the afterglow of their investment doesn’t fade during the post-game comedown? Extend the Super Bowl Halo with CTVConnected TV is also a great equalizer for brands looking for the impact of television without the upfront commitment and cost of the Super Bowl (or any live sport, for that matter). Mobile location data can also identify fans that have attended the game, adding another layer of authentication to the re-messaging effect.