What does 30 seconds of your attention cost these days? About $3.5 million if you're watching the Super Bowl. Why do companies keep paying?
In the world of advertising, there truly is nothing quite like the Super Bowl.
This morning, The Wall Street Journal reported that ad slots for Super Bowl XLVI had officially sold out at an asking price of $3.5 million per 30-second spot. That was up from about $3 million last year. As the paper showed in the chart to the right, the price of advertising during the big game has been rising fairly steadily for the entire past decade, even managing to jump during the economic nightmare year of 2009. Overall, the cost of a commercial is up 59% since 2001.
Why is the most expensive ad space on television getting even costlier? There are a few reasons, but they all boil down to something simple. As audiences have fractured the age of Hulu and DVR, the Super Bowl is among the last of an increasingly endangered species: The truly mass audience live TV event. In good times and bad, that distinction has been worth a premium to advertisers.
Since the turn of the century, the number of Americans watching the Super Bowl has increased every year except 2005 (apparently everyone was sick and tired of watching Tom Brady and the Patriots take home the Lombardi Trophy by then). In 2010, the year the New Orleans Saints beat out the Indianapolis Colts, the game became the most watched broadcast in U.S. history, beating out the record set in 1983 by the series finale of M*A*S*H* Overall, the game's audience has grown about 28% since 2001.
Not only has the Super Bowl's raw audience grown, but so has its share of television viewers. According to Nielsen, about 46% of TV households tuned in for last year's game, up from about 40% in 2001. That's lower than the its all-time high claim of 49% in 1981, but still remarkable, considering how few events can continue to command that sort of widespread viewership.
It's not just about how many people watch, though; it's also about who. The Super Bowl's audience has money and is young enough to spend it. The game performs strongly in the much coveted 18-49 age demographic, and as Nielsen notes, the wealthier you are, the more likely you are to tune in. Its highest ratings are among families that make $100,000 a year or more.
But there's another important value proposition in the Super Bowl: People actually care about the ads. Deeply. Think about what you'll be talking about Monday morning after the game. Unless you're a dedicated football fan, it'll probably be the beer commercials. You'll go back on YouTube and rewatch your favorites, maybe even vote for them in an online poll. Compare that to a regular night spent cycling through your DVR queue and fast forwarding through the commercial breaks. Unsurprisingly, Nielsen has found that Super Bowl ads are 58% more memorable than your average TV spot. The extended lives they live on the web make them all the more valuable. According to the WSJ, Volkswagen claimed that it reaped more than $100 million in free publicity for its adorable ad featuring a little boy dressed at Darth Vader. When you put it in that light, $3.5 million doesn't seem like such a bad deal.
As he prepares for a presidential run, the governor’s labor legacy deserves inspection. Are his state’s “hardworking taxpayers” any better off?
This past February, at the Conservative Political Action Conference (CPAC) outside Washington, D.C., Wisconsin Governor Scott Walker rolled up his sleeves, clipped on a lavalier microphone, and without the aid of a teleprompter gave the speech of his life. He emerged from that early GOP cattle call as a front-runner for his party’s nomination for president. Numerous polls this spring placed him several points ahead of former Florida Governor Jeb Bush, the preferred candidate of the Republican establishment, in Iowa and New Hampshire. Those same polls showed him with an even more substantial lead over movement conservative favorites such as Ted Cruz, Rand Paul, and Mike Huckabee. In late April, the Koch brothers hinted that Walker would be the likely recipient of the nearly $900 million they plan to spend on the 2016 election cycle.
People labeled “smart” at a young age don’t deal well with being wrong. Life grows stagnant.
At whatever agesmart people develop the idea that they are smart, they also tend to develop vulnerability around relinquishing that label. So the difference between telling a kid “You did a great job” and “You are smart” isn’t subtle. That is, at least, according to one growing movement in education and parenting that advocates for retirement of “the S word.”
The idea is that when we praise kids for being smart, those kids think: Oh good, I'm smart. And then later, when those kids mess up, which they will, they think: Oh no, I'm not smart after all. People will think I’m not smart after all. And that’s the worst. That’s a risk to avoid, they learn.“Smart” kids stand to become especially averse to making mistakes, which are critical to learning and succeeding.
I spent a year in Tromsø, Norway, where the “Polar Night” lasts all winter—and where rates of seasonal depression are remarkably low. Here’s what I learned about happiness and the wintertime blues.
Located over 200 miles north of the Arctic Circle, Tromsø, Norway, is home to extreme light variation between seasons. During the Polar Night, which lasts from November to January, the sun doesn’t rise at all. Then the days get progressively longer until the Midnight Sun period, from May to July, when it never sets. After the midnight sun, the days get shorter and shorter again until the Polar Night, and the yearly cycle repeats.
So, perhaps understandably, many people had a hard time relating when I told them I was moving there.
“I could never live there,” was the most common response I heard. “That winter would make me so depressed,” many added, or “I just get so tired when it’s dark out.”
But the Polar Night was what drew me to Tromsø in the first place.
Mike Huckabee and Ted Cruz are suggesting there might be ways for states and cities to nullify the justices’ ruling. They’re wrong.
The Supreme Court’s decision last week did make gay marriage legal around the nation. Unfortunately for social conservatives, it did not, however, make nullification legal around the nation.
Nullification is the historical idea that states can ignore federal laws, or pass laws that supercede them. This concept has a long but not especially honorable pedigree in U.S. history. Its origins date back to antebellum America, where Southern states tried to nullify tariffs and Northern states tried to nullify fugitive-slave laws. In the 1950s, after Brown v. Board of Education, some Southern states tried to pass laws to avoid integrating schools. It didn’t work, because nullification is not constitutional.
The U.S. Supreme Court’s decision in Obergefell v. Hodgeswill shift the debate over gay-marriage debate from a legal fight to a cultural and religious conflict.
God appears exactly twice in the U.S. Supreme Court’s decision in Obergefell v. Hodges, which held that gay marriage is a constitutional right in America. Both mentions come in Clarence Thomas’s dissent to the majority opinion: Once, he cites the 1754 writings of the English churchmanThomas Rutherforth, who argued that the only restraints on liberty are “the law of nature, and the law of God.” Toward the end, he also quotes the Declaration of Independence, noting that the Framers established their vision of rights based on the dignity bestowed upon them by their Creator.
God probably deserved a little more credit than he received in the footnotes of the case’s four dissents, also authored by Samuel Alito, John Roberts, and Antonin Scalia. In their own ways, each of the justices defended the “traditional” definition of marriage—or, in less veiled language, a certain Judeo-Christian understanding of marriage as an institution created and commanded by God.
The Islamic State is no mere collection of psychopaths. It is a religious group with carefully considered beliefs, among them that it is a key agent of the coming apocalypse. Here’s what that means for its strategy—and for how to stop it.
What is the Islamic State?
Where did it come from, and what are its intentions? The simplicity of these questions can be deceiving, and few Western leaders seem to know the answers. In December, The New York Times published confidential comments by Major General Michael K. Nagata, the Special Operations commander for the United States in the Middle East, admitting that he had hardly begun figuring out the Islamic State’s appeal. “We have not defeated the idea,” he said. “We do not even understand the idea.” In the past year, President Obama has referred to the Islamic State, variously, as “not Islamic” and as al-Qaeda’s “jayvee team,” statements that reflected confusion about the group, and may have contributed to significant strategic errors.
For centuries, experts have predicted that machines would make workers obsolete. That moment may finally be arriving. Could that be a good thing?
1. Youngstown, U.S.A.
The end of work is still just a futuristic concept for most of the United States, but it is something like a moment in history for Youngstown, Ohio, one its residents can cite with precision: September 19, 1977.
For much of the 20th century, Youngstown’s steel mills delivered such great prosperity that the city was a model of the American dream, boasting a median income and a homeownership rate that were among the nation’s highest. But as manufacturing shifted abroad after World War II, Youngstown steel suffered, and on that gray September afternoon in 1977, Youngstown Sheet and Tube announced the shuttering of its Campbell Works mill. Within five years, the city lost 50,000 jobs and $1.3 billion in manufacturing wages. The effect was so severe that a term was coined to describe the fallout: regional depression.
Many authors have been tempted into writing revisionist histories of the 37th U.S. president, but these counterintuitive takes often do not hold up under closer scrutiny.
Every once in a while someone writes a book arguing that Richard Nixon has been misunderstood. These authors tend to focus on some particular aspect of his presidency that, the argument goes, is more important than that Watergate business. They’ve focused on his domestic policy or his foreign policy as achievements that override his flaws and his presidency’s denouement. Nixon’s highly complex persona also has led to books that probe his psyche—a hazardous and widely debunked practice, though that hasn’t discouraged further attempts.
And, as with other major figures, but all the more so given the drama of his time on the national stage, Nixon’s complexity and essentially low repute tempts some authors to offer revisionist approaches to his place in history. Such approaches have to be assessed on their own merits, not accepted merely because they’re counterintuitive or receive a lot of attention, as new assessments of the controversial and fascinating Nixon tend to do. Two major revisionist books about Nixon argued that his domestic policy was so expansive, humane, and innovative that it overrides his unfortunate behavior; their accounts relegate Watergate to a far less important role. The problem with these books is that they don’t stand up to close scrutiny.
The social network learns more about its users than they might realize.
Facebook, you may have noticed, turned into a rainbow-drenched spectacle following the Supreme Court’s decision Friday that same-sex marriage is a Constitutional right.
By overlaying their profile photos with a rainbow filter, Facebook users began celebrating in a way we haven't seen since March 2013, when 3 million peoplechanged their profile images to a red equals sign—the logo of the Human Rights Campaign—as a way to support marriage equality. This time, Facebook provided a simple way to turn profile photos rainbow-colored. More than 1 million people changed their profile in the first few hours, according to the Facebook spokesperson William Nevius, and the number continues to grow.
“This is probably a Facebook experiment!” joked the MIT network scientist Cesar Hidalgo on Facebook yesterday. “This is one Facebook study I want to be included in!” wrote Stacy Blasiola, a communications Ph.D. candidate at the University of Illinois, when she changed her profile.
Was the Concorde a triumph of modern engineering, a metaphor for misplaced 20th-century values, or both?
The box sat untouched in his bottom desk drawer. For weeks we discussed opening it, and one January morning he was ready. I set the box on his white bedsheets and removed the stack of passports, which could have belonged to a family with dual citizenship. But all nine—from 1956 to a valid update issued in 2014—belong to my 89-year-old grandfather.
Lying in bed, he unfolded a stamp-covered page like an accordion and held it open above his chest. “Oh my,” he kept repeating. He paused, and pointed.
London. March 22, 1976. My then-50-year-old grandfather, Raymond Pearlson, the inventor ofSyncrolift, was traveling the world selling his shiplift system. Concorde had launched commercially that January. He knew exactly what this stamp represented: Washington Dulles to London Heathrow in 3.5 hours—the first of at least 150 supersonic flights he took on the legendary aircraft.