Brandon Nutting said the commercials, which will cost up to $5 million for a 30-second spot, have become so important that brands seem to be teasing them earlier and earlier. The tie between humor and purchase intent has always been murky, but if it helps viewers remember the brand that shows it worked and can be worth every penny, he said.


Nutting said advertisers are also sure to use social media to discuss their brands because such networks have become a major player in the advertising mix.

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