the associate professor of public relations at san jose state university, matt cabot. how's it going? thanks for joining us. >> thank you kristen. good to be here. >> yeah. so let's explore this question. why are prices at a record high. does it have to do with a certain pop superstar. >> well, you know there's no opportunity out there that's bigger than the super bowl in terms of reaching people. certainly the taylor swift factor is huge. in fact, it's bringing advertisers in who have not advertised before the whole health and beauty sector is coming back x, y, um, uh, nicks makeup is going to advertise for the first time. dub is coming back since 2015. elf cosmetics is going to be advertising again. it's a big deal in general, but having taylor swift there is next level. >> ah, so maybe fewer products for bros like the crypto ads from a few years ago and more. more ads for, you know, things that appeal to women and girls. >> well, i mean, they're still going to have your beer commercial. in fact, budweiser is back with the clydesdales and the dog delivering beer to a