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Underwriting Your Super Bowl Spot

Monday, January 19, 2009

The plot has thickened for Super Bowl ads in 2009. The economy is hurting, skepticism of advertising is in no short supply, and the price is $3 million for a 30-second spot. Go for it? Or run for the hills? Super Bowl spots today need to pass two distinct tests -- one measurable and traditional, and the other based on unique dynamics of cross-platform engagement, most notably buzz and conversation.

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