Super Bowl: When America watches the commercials

Why Super Bowl is a distinctly American cultural event: “Companies developing ads for the Super Bowl usually go above and beyond to make sure their messages stand out,” writes Roger Beahm, professor of marketing and executive director of the Center for Retail Innovation at Wake Forest University School of Business. “Getting into high-stakes Super Bowl advertising is still a big gamble. This year a 30-second spot cost advertisers a cool $4 million or over $133,000 per second. But with more than a third of the entire U.S. watching, advertisers gladly pay the high out-of-pocket cost for this level of reach – and to compete for most memorable Super Bowl ad.” Beahm’s opinion piece ran in Fox News on January 31, 2014.



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