Matthew McGranaghan

Assistant Professor, Marketing | University of Delaware

Newark, DE, UNITED STATES

Prof. McGranaghan studies the economics of consumer attention and the indirect effects of marketing interventions.

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Biography

Matthew McGranaghan is an assistant professor of marketing in the Department of Business Administration at the University of Delaware’s Alfred Lerner College of Business and Economics. He studies the economics of consumer attention and the indirect effects of marketing interventions. His research integrates econometric methods, experiments in the lab and field and unique data to analyze questions relevant to both firms and marketing academics. Before joining the Lerner College, Matthew received an B.S. in neuroscience from Lafayette College and his M.S. and Ph.D. in applied economics and management from Cornell University.

Industry Expertise (2)

Research

Education/Learning

Areas of Expertise (5)

Business Administration

Neuroscience

Applied Economics

Management

Marketing

Media Appearances (5)

Not Everyone Watches TV Advertising

University of Delaware UDaily online

2022-08-16

The 2022 NBA Finals averaged more than 12 millions viewers nightly, making it the most watched Finals since 2019. The Golden State Warriors and Boston Celtics battled it out for six games before ultimately the onslaught of three pointers and drives to the basket from the Warriors’ Steph Curry was too much for the Celtics to overcome. During each TV timeout ads displaying everything from the new Brad Pitt movie, to shopping with American Express or finding lodging on apartments.com grappled for viewers’ attention.

Black Friday 2022 outlook: Cloudy with a chance of solid sales

Newswise online

2022-11-24

Analysts are split on projections for this year's Black Friday. Markdowns could bring a solid haul for consumers and a stronger-than-expected economy may lead to a successful day for retailers. But the consensus seems to be that the biggest shopping day of the season could go either way. For example, there are concerns that price slashes will be on the stockpile of leftovers that didn't sell earlier this year. And what about that whole supply chain bottleneck thing?

TV’s Viewability Problem: One In Three TV Ads Play To Empty Rooms

AdExchanger online

2022-02-15

Can you make a sale off an ad that no one’s seeing? Not without a side of telepathy. According to a paper published in the academic journal Marketing Science last week, 30% of TV ads play to empty rooms.

Nearly a third of TV ads play to empty rooms — except during the Super Bowl

The Hill online

2022-02-11

As Americans eagerly wait for Super Bowl Sunday, one of the biggest attractions for some will be the commercials, which has prompted researchers to look at who watches TV ads in an increasingly distracted and digitally focused world.

Nearly a third of TV ads play to empty rooms

Cornell Chronicle online

2022-02-10

Social media sites want it. Insurance companies and drug makers want it. Fast-food chains, sporting goods companies and car manufacturers want it, too. What is it? Your attention.

Articles (2)

How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift

Marketing Science

2022 New technology measures TV viewer tuning, presence, and attention, enabling the first distinctions between TV ad viewability and actual ad viewing. We compare new and traditional viewing metrics to evaluate the new metrics’ utility to advertisers. We find that 30% of TV ads play to empty rooms. We then use broadcast networks’ verifiably quasi-random ordering of ads within commercial breaks to estimate causal effects of ads on new viewing metrics among four million advertising exposures.

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