Costly Super Bowl spots worth every penny, researchers say

01/31/2005 | Advertising Age (tiered subscription model)

It's not uncommon to hear Super Bowl advertising dismissed as an ego-driven, not to mention exorbitantly expensive, boondoggle. But according to a survey conducted last year by InsightExpress, Super Bowl advertising is worth the steep cost, because so many consumers are tuning in expressly for the commercials. Jay Spenchian, marketing director for Super Bowl advertiser Cadillac, said, "We've made it bigger than a buy."

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