With NBC charging a record-setting $4.5 million for 30-second ads, it's no wonder brands are using digital media to either complement or replace a Super Bowl spot this year.
But how far does $4.5 million go in buying digital Big Game ads? To find out, Adweek asked a group of media buyers and experts, most of whom commented off the record about individual ad prices.
The upshot? Advertisers do get more for their money with digital, but it comes with a hefty premium price.