R2C Group is an advertising agency that specializes in what they call Transactional Brand Building.
R2C recently shared their thoughts on how to make the most of a Super Bowl ad. This year, each coveted commercial spot cost approximately $5 million. With 110 million viewers, that gives advertisers a $45 CPM. R2C advises that spending more of your ad budget, in addition to the TV spot, can simultaneously bring that CPM cost down.
Get the breakdown in their post on the R2C blog here.