Super Bowl ads are simply a different species in the advertising kingdom. Companies are not just paying for a large audience. They are paying for silent focus: Tens of millions of people quietly watch Super Bowl commercials and actually talk about their favorite moments of corporate branding. They are also paying for exposure: Super Bowl ads are watched and re-watched—on Twitter, on Facebook, on YouTube, and on next-day rankings and analyses across the internet. On most days, readers click out of ads to read articles online. For one day, they read a lot of articles only to click on the ads.