WDIV: Cathy Cuckovich on goals behind Super Bowl ads
Companies are shelling out about $7 million for a 30-second commercial spot on Super Bowl Sunday. Is that money worth it? It turns out these commercials may not be driving significant sales, but they may not be meant to. Cathy Cuckovich, Mike Ilitch School of Business assistant professor in marketing, says it isn't about the immediate sale, and that those emotional or funny ads are designed to be a memory.