Super Bowl Ads: Amateur Hour

Advertisers are still shelling out big bucks for commercials on the big game, but they're worried about the classic TV spot - and they think you (yes, you!) can save it

Do Super Bowl ads still matter? If you're the network selling them, sure (CBS got a reported $2.6 million per 30 seconds this year). And the spots get a lot of attention--for a day or two. But as a pop-cultural force, the TV commercial may be, like the evening news, a pricey vestige of the mass-media era. In the days of TiVo and nichecasting, MySpace and spam, how often does any TV spot become a big, Energizer Bunny--big, part of mass culture? What recent commercial could you imagine Hillary Clinton citing in a debate, as Walter Mondale did "Where's the Beef?" in...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!