Value of free publicity from Super Bowl spots is growing

02/3/2013 | Wall Street Journal, The

Super Bowl advertisers continue to cite earned media -- free publicity from news, entertainment and social outlets -- as justifying their growing investments in the big game. Mercedes-Benz values all the talk about its commercial at $20 million, for example, up from Pepsi's estimate of the $10 million benefit it got from the 2002 game.

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Wall Street Journal, The

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