“Paying $3 million for a 30-second commercial makes as much sense as putting sauerkraut on a donut.” So said MillerCoors back in 2009 when it decided that enough was enough with escalating Super Bowl costs. That year, it ran a series of one-second commercials which didn’t even transmit in New York, Chicago and Los Angeles. Yet the ads still promoted an 8.6% sales spike for High Life beer the week after the Super Bowl.
If Miller Coors was fainting at the cost of a 2009 Super Bowl spot, it would be apoplectic at the cost of a 2018 30-second spot:...