When are Super Bowl Ads Worth $116k per Second?

Advertising in sports, just like sponsorships, is only worth the investment in two cases. First, Super Bowl ads are best at achieving awareness due to broad reach, making the CPM a great buy if awareness is the objective. Introducing or establishing a new brand (like the monkey-based ads from Career Builders a few years back or Go-Daddy's provocative ads) that draws from a large, diverse audience makes some sense.