Super Bowl is considered to be one of the major events for advertisers in the ASA, but in fact some of the brands, who advertise during the Super Bowl XLVII game, won’t see real returns on their investments. The placement is quite expensive (it can cost over $126,000 per second to show an advert), so the effect also should to be big. But it doesn’t always happen. Brand Keys revealed in their 11th annual Super Bowl Engagement Survey that the money spent on the promotion will result in revenues (building the brand’s equity, driving positive behaviour, etc.) for just about 60% of advertisers.