The pressure is "stratospheric" for Super Bowl advertisers, given this year's estimated $4 million price tag for a 30-second spot and the intense social media spotlight on creative hits and misses, Stuart Elliott writes. "There are many examples of brands that fouled up or frittered away their chances to be noticed, praised and liked; the flops include Groupon, HomeAway, Just for Feet and a dozen dot-com start-ups that disappeared after the 2000 Super Bowl," Elliott writes.

Related Summaries