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Super Bowl Ads Setting Records

Would you spend upwards of $3.5 million for 30 seconds? Well a lot of companies are doing just that to get a spot in Sunday’s Super Bowl. San Diego State University Marketing Professor Miro Copic said that’s a record setting price. But it can be totally worth it if your ad strikes a chord with consumers. Copic said Chrysler scored a touch down last year with its ad featuring actor Clint Eastwood.

Aired 1/30/13 on KPBS News.

The Super Bowl is just a few days away, and while a lot of people tune in to see the game, a lot tune in to see the commercials too, and advertisers know it.

NFL Football

Above: NFL Football

Eastwood strolls through a stadium tunnel, telling the crowd it's halftime in the game. He goes on to say it's halftime in America too and gives the audience a hard-nosed pep talk about getting back up when you've been pushed down. Images of Detroit and Chrysler cars and trucks flash by as he talks.

"It really put Chrysler at the forefront," Copic said. "It gave them a meaning and an identity that was unique and distinctive. And it’s helped Chrysler car sales tremendously this year."

While that ad was successful, it can be hard to hit the mark. Copic said of the 100 ads in last year’s Super Bowl, from the pre-game until it was done, probably only 15 or so generated any buzz after the game was over.

But social media is giving companies a chance to try to draw out their exposure. More and more are linking to websites and encouraging viewers to engage. Copic said the company GoDaddy.com, which sells web domain names, has been successful in that area. It's television ads tend to feature attractive women in provocative outfits.

"It's not very clear what it is that they do, but it certainly drives you to go to their site," Copic said.

It also garners the company attention. And with an estimated 179 million people expected to tune in Sunday, a lot of companies think a pricey Super Bowl commercial could be an investment worth making.

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