And it helps to know about the loud factory nearby. If you're at a loss for words, you can say something like, "I know this was probably really hard and I'm glad you're taking this time for yourself," says Walker. That simply means the amount of time during a Super Bowl broadcast that can be filled with commercials instead of football. Add in the cost of the advertising agency and the production cost of filming the commercial, plus the overall advertising campaign (which might include magazine ads, billboards, or other commercials run before or after the Super Bowl), and you're looking at one very expensive message. Run your commercial during the big game and you'll access not only all the sets of eyes watching, but all the Monday morning water cooler (or YouTube) talk that a creative ad can generate. Its cost is rolled into the overall contracts that CBS, NBC, and FOX negotiate with the NFL (ABC ended its contract with the league and handed broadcast rights to "Monday Night Football" to sister network ESPN in 2006). The three networks rotate Super Bowl coverage over the years of the contract. That still doesn't really answer the question of why Super Bowl commercials cost as much as they do

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