This year, a 30 second spot cost advertisers $3.5 million. Companies put a lot of thought into their message. Some spots are hits, others are flops.
Professor Tim Calkins discusses the top three commercials along with the top three worst commercials. Calkins is a professor at the Kellogg School of Management, where he leads students in the school's eighth annual Kellogg School Super Bowl Advertising Review. This review evaluates the advertisements on key factors such as whether they favorably impact a company and drive their sales forward, rather than on popularity.