A Cost Benefit Analysis of Super Bowl Commercials

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Advertisers paid up to $4 million for a 30-second spot during the Super Bowl. This article examines the Go Daddy spot and the potential cost effectiveness of the company’s Super Bowl ads.

Questions:
1. According to the article, how many customers does it take to break even and what amount on average must they spend?
2. Based on Mr. Moss’ analysis, what percent of the Super Bowl audience would have to buy Go Daddy’s services, based on the average cost to keep domain names?
3. What qualitative extra value benefits emanate beyond the quantitative benefits for Go Daddy?

Source:
Moss, W. (2014). Is the Cost of a Super Bowl Commercial Really Worth It? The Atlanta Journal-Constitution, Feb. 3 (Retrievable online at http://www.ajc.com/weblogs/atlanta-bargain-hunter/2014/feb/03/wes-moss-cost-super-bowl-commercial-really-worth-i/)