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Central European Management Journal

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Year 6/2021 
Volume 29 
Issue 2

Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes

Grzegorz Banerski
National Information Processing Institute

Cezary Biele
National Information Processing Institute

Marcin Awdziej
Kozminski University

Adam Kaczyński
Kantar Polska SA

Sylwester Molenda
Discovery Polska SA

6/2021 29 (2) Central European Management Journal

DOI 10.7206/cemj.2658-0845.44


Purpose: This study aims to investigate whether controversial TV content impacts the effects of non – standard advertising such as sponsorship vignette among female viewers.

Methodology: The present study used two field experiments (n = 222; n = 219) conducted as a Computer-Assisted Web Interview (CAWI) questionnaire, during which video material was presented. The study manipulated controversial and non-controversial and the variable of congruence and incongruence – through the argument of video material in the form of TV programs and advertising spots.

Results: The empirical investigation revealed that controversial and incongruent content does not necessarily alter the effect of a sponsorship vignette. Loyal viewers who consistently follow programs were found to have higher purchase intent than less loyal ones.

Implications: The results suggest that advertisers should consider placing their messages in the context of controversial TV programming, which does not have to be congruent with the ads displayed.

Limitations: The stimuli applied in the studies were arbitrary, to a certain extent. The study did not investigate program’s about sex that fit the definition of controversiality.

Originality/value: The study contributes to the existing literature on ad–content congruence by investigating consumer responses to innovative ad format: the sponsorship vignette. We investigated how specific content watched in longer periods of time (i.e. a series) may impact the advertising effectiveness of embedded sponsorship vignettes. This approach allowed us to demonstrate the importance of viewers’ loyalty towards a TV program, resulting in a change of the level of purchase intent of advertised product.


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APA style

Banerski, Grzegorz & Biele, Cezary & Awdziej, Marcin & Kaczyński, Adam & Molenda, Sylwester (2021). Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes. (2021). Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes. Central European Management Journal, 29(2), 2-32. https://doi.org/10.7206/cemj.2658-0845.44 (Original work published 6/2021AD)

MLA style

Banerski, Grzegorz and Biele, Cezary and Awdziej, Marcin and Kaczyński, Adam and Molenda, Sylwester. “Should Advertisers Avoid Controversial Tv Content? Female Viewer Loyalty And Purchase Intent In The Context Of Targeted Sponsorship Vignettes”. 6/2021AD. Central European Management Journal, vol. 29, no. 2, 2021, pp. 2-32.

Chicago style

Banerski, Grzegorz and Biele, Cezary and Awdziej, Marcin and Kaczyński, Adam and Molenda, Sylwester. “Should Advertisers Avoid Controversial Tv Content? Female Viewer Loyalty And Purchase Intent In The Context Of Targeted Sponsorship Vignettes”. Central European Management Journal, Central European Management Journal, 29, no. 2 (2021): 2-32. doi:10.7206/cemj.2658-0845.44.