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Matthew McGranaghan - University of Delaware. Newark, DE, US

Matthew McGranaghan

Assistant Professor, Marketing | University of Delaware


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





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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)



Areas of Expertise (5)

Business Administration


Applied Economics



Media Appearances (5)

Not Everyone Watches TV Advertising

University of Delaware UDaily  online


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.

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

Newswise  online


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?

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

AdExchanger  online


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.

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

The Hill  online


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.

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Nearly a third of TV ads play to empty rooms

Cornell Chronicle  online


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.

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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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Lead Offer Spillovers

Marketing Science

2019 Price promotions are typically offered in groups on websites, mailings, and circulars, but little is known about how promotional offers in near proximity affect each other. Across two large-scale field experiments (N = 66,184) conducted on a multibrand coupon website, we find that when lead promotions offer high-value deals, consumers are more likely to print subsequent offers, a finding we call “lead offer spillover.”

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Accomplishments (2)

George Warren Outstanding Paper Award (professional)


William G. Tomek Award (professional)


Education (3)

Cornell University: MS, Applied Economics and Management 2014

Cornell University: PhD, Applied Economics and Management 2020

Lafayette College: BS, Neuroscience 2010