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Think twice before investing in Super Bowl advertisers. Here’s why



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New England Patriots fans erupt as the Seattle Seahawks Russell Wilson’s pass is intercepted at the goal line to ensure the victory for the New England Patriots in Super W 49.Bob Berg | Moment Mobile | Getty ImagesIn a fragmented media landscape, events like the Super Bowl are prized by advertisers for the exposure they offer.More than 100 million people are expected to tune in this Sunday when the Philadelphia Eagles take on the Kansas City Chiefs. Many watching the game will be just as attentive to the commercials as they are to the action on the field. These commercials are an institution in and of themselves, with the ads generating conversation for weeks ahead and days after the big game. Consumers might recall well-crafted Super Bowl ads years after their debut.But capturing those eyeballs comes at a …

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