Comparative Television Advertising in the United States: A Thirty-Year Update

abstract

“Strictly” comparative television commercials make explicit references to identifiable competitors, whereas “implied” ones make implicit comparisons to “ordinary brands” or other brands in general. This study assesses the frequency of comparative television advertising use in the United States and represents the literature's first longitudinal update for both products and services in more than three decades. Findings reveal (1) likely increases in the use of both strictly and implied comparative advertising and (2) the frequent use of a previously uninvestigated type, and (3) suggest today's advertisers attempt to avoid excessive intensity and negativity with their comparative advertising.

Funding

This research was conducted with the support of a grant from The Gaylord College, University of Oklahoma.