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When a Super Bowl ad airs during the big game is very important


Score big by scoring early.  

That’s the advice from a Michigan State University instructor to companies advertising during the Super Bowl.

Every year, Robert Kolt hosts a Super Bowl party with others in the MSU advertising and public relations department. They focus more on the TV commercials than the game. Afterwards, they rate the bestand the worst Super Bowl ads

Kolt says, with most years games being lopsided affairs, companies are better off running ads in the first quarter.

“If you take the gamble and roll the dice and you’re in the final two minute break in the Super Bowl in a really tight game, you have hit the lottery jackpot,” says Kolt.

At four and a half million dollars for a thirty second spot, it’s very important for advertisers to win that jackpot.

Steve Carmody has been a reporter for Michigan Public since 2005. Steve previously worked at public radio and television stations in Florida, Oklahoma and Kentucky, and also has extensive experience in commercial broadcasting.
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