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Jesse,
You do raise an important point here. Do the benefits of airing a Superbowl commercial outweigh the astronomical costs? I believe that this is often times very hit and miss, meaning that sometimes it is profitable, and other times, not so much. I think an important point to consider is the fact that year after year, we see companies in similar business sectors advertising their product. A perfect example would be Budweiser (as you’ve mentioned above). Bud Light, Heinekin, and many other direct competitors air commercials consistently during the Superbowl. They must be turning a profit if they keep coming back year after year.
A few weeks ago, I blogged on the Miller High Life commercial that lasted for 1 second. Check it out. It offers insight as to how these companies can cut costs of paying for these astounding airing costs.
Regards,
Matt