With a clear physical map of nasal receptors--which is a potential outcome of this research, says Sobel--scientists can target the regions that respond to unpleasant smells, even blocking odors from binding on the receptor level.
The cost of a Super Bowl commercial runs about $5 million for 30 seconds of airtime. But the benefits that the spot can bring to a brand can help to justify the cost. These ads can carry an exorbitant price tag, but theyâre often well worth it.
A 30-second advertisement during this year's game costs a cool $4.5 million. That's an average of $150,000 per second. Commercials in the first Super Bowl in 1967 cost $42,000. So for the price of one second worth of air time now, you could have purchased three full slots then. Last year, 30 seconds in the game ran $4 million. The $500,000 price hike this season is the largest year-to-year increase in the history of the Super Bowl.