What is a Super Bowl Ad Worth?

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Derek Thompson presents evidence on both sides of the debate about whether Super Bowl ads are a waste of money or worthwhile advertising venues.

Questions:
1. Rather than the price you pay for the advertisement, what does Mr. Thompson say that Super Bowl advertising is all about?
2. What is this year’s Super Bowl ads cost-per-mille (thousand viewers)? What was last year’s cost-per-mille?
3. According to the article, what is the relationship between viewership of the Super Bowl and ad costs?
4. Discuss which view you agree with – Cheap Advertising or Waste of Money. Why?

Source:
Thompson, D. (2014). Super Bowl Ads: Incredibly Cheap or an Incredible Waste of Money? The Atlantic, Feb. 1 (Retrievable online at http://www.theatlantic.com/business/archive/2014/02/super-bowl-ads-incredibly-cheap-or-an-incredible-waste-of-money/283505/)