Ian Beavis VP, Marketing, Public Relations & Product Planning Kia Motors America

I find it difficult to believe anyone is paying $2.5 million for a spot. The network's hyping of the price paid is counterproductive. It makes a CMO's job very difficult when he wants money. CEOs and CFOs quite often see this type of spending as irresponsible. If I had the money, I'd put it into search where I can generate leads. GM and Ford don't need to increase their awareness. They need to do a better job of generating sales with the people who already would consider them.

Kirk Iwanowski SVP, Marketing Sundance Channel

I'd strike a strategic marketing and production partnership with a like-minded consumer brand and national publishing company to create a compelling limited original series supported by a consistent and targeted multi-platform consumer campaign.

And then I'd do it again.

Gordon Paddison EVP, Integrated Marketing New Line Cinema

I am afraid that my answer is not an answer.

To be responsible in approaching this question, it really all depends on the brand and your campaign. It is my opinion that the Super Bowl can reach a demographic with more efficiency than other television programming. The main reason is that most consumers are trained to treat Super Bowl commercials as Appointment television," and news outlets review spots and create top 10 listings of winners and losers. So the $2.5 million spend, if used properly, can garner much more value. Also, film entertainment research shows that Super Bowl visibility for theatrical releases within two to four weeks is effective, but longer lead does not necessarily support a traditional plan.

However, many studios have used the Super Bowl to put their stake in the ground in launching campaigns for major event films.

I am not of the school that believes that TV is not effective. My wish would be to effect the creative of Super Bowl spots and drive strong integration with an online initiative. To be able to impact the demographic that the Super Bowl reaches with a truly compelling online call-to-action would be the best of both worlds.