Are Super Bowl Ads Worth the Dough?

The New York Times reports that Fox is charging advertisers an estimated $2.8-3 million for every thirty seconds aired during this year’s Super Bowl. Pretty steep, sure, but there's plenty of reason to believe the money is worth it. The Retail Advertising and Marketing Association (RAMA) found that last year 24.3 percent of viewers thought the commercials were more important than the actual game. So advertisers have a captive audience. But are they actually taking away and retaining any information from the ads?