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.
The briefing illustrates the effort companies put forth each year to market the most expensive commercial space on TV. The average cost of a 30-second ad for the Super Bowl crept up to $5 million this year, according to ad buyers, from an estimated $4.8 million last year. Brands, eager to get their moneyâs worth, may spend anywhere from 25 percent of that cost to the same amount on marketing tied to the ads themselves, said Mary Scott, a president at UEG, a sports and entertainment marketing agency.