NBC isn't getting $6.5MM for Super Bowl ads simply because of the large audience. It's long been established that people pay attention to these ads more than any others. They are expecting to be entertained. They will discuss the ads with friends and see post game segments on morning shows. In the past ten years or so, the degree to which people pay attention has risen even higher. The added value for the advertiser is that people engage with Super Bowl ads as they do with movie releases (many even have trailers) and each tidbit and the final products are shared via social media. Online engagement is a proxy for endorsement. Is there anything better for the brand or the agency? Well, maybe WonkaVision -- where Willie Wonka showed us you can just reach into a screen and pull out the chocolate.
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