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Banking on Super Bowl Ads Comes at a Price

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TWC News: Banking on Super Bowl Ads Comes at a Price
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More than 100 million viewers tune in regularly for the Super Bowl and this year's audience should easily surpass that figure, meaning a lot is on the line for companies that pay plenty to air their commercials during the big game. NY1's Diane King Hall filed the following report.

With the Super Bowl nearly upon us some viewers are gearing up not for the big game, but the big ads. That means companies are willing to shell out big bucks for little air time.

"Costs are really going up year over year. This year they're $4 million just for 30 seconds. They're going up because the cost of airing the Super Bowl is going up,"said Adweek Managing Editor Lisa Granatstein.

Last year's average price tag was $3.8 million for that half-a-minute of air time. If costs continue on the current eye-popping trajectory Bloomberg Businessweek estimates the price for a 30 second spot will be $5 million in the next few years.

As for themes everybody likes a bit of nostalgia. The days gone by can bring mist to your eyes or sometimes a great big belly laugh. That's exactly what some of this year's Super Bowl ads are hoping to do.

Some ads are aiming for sentiment, but what exactly is the recipe for success?

"The creative, whether the advertisement is on message. Whether the writing's right. You don't want to go too far into gross out territory. But you also don't want it to be too boring or too predictable," Granatstein said.

And what about funny?

"If they wanna go that route they better be very funny. Otherwise it's going to be lame. It's just going to fall flat. Everybody is going to have this collective groan and your ad is dead," Granatstein said.

Other brands to watch out for in this year's Super Bowl are old standbys like Chrysler, Pepsi and Coke. And actor Laurence Fishburne reprising his "Matrix" character Morpheus.

So here's hoping there's no glitch in the "Matrix" like last year's Super Bowl when the lights went out.

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