Half-Minute, Half-Witted.

The author examines whether it is worth it for a brand or company to spend $2.7 million for an advertising spot during the Super Bowl. The author asserts that a brand or company could spend $2.7 million on a lot more worthwhile marketing initiatives. An overview is presented of what a brand or company could spend the money on, including 20,000 Microsites, 18,000 days of search engine keyword advertising, and hosting 270 local parties.