in media, the ad blitz for the super bowl. 30 seconds, $4 million. the biggest day of the year for some advertisers. is it worth it? >> this will be the most watched super bowl ever. >> why? beene nfl ratings have this year, the championship games were up 20% from last year. the playoffs were up 10%, regular season up 5%. fox had its best season in 20 years, they are broadcasting the game. two number one seeds played in -- playing each other. will keepme that viewers engaged throughout. it is in new york, there will be a large market, questions about the weather and playing outdoors. it will be a very festive, quasi-. quasi-holiday. >> it is a male and female

audience. more people actually watch the ads than the game. it is a family event, like a christmas party. the whole family is doing it. the advertisers do not have to specialize or say i am advertising perfume for the women or beer for the man. it is the whole thing. mixture oflete different kinds of companies, everyone wants a piece of the audience. >> putting a lot of news ads online before hand. people are sharing them. >> 30 seconds, $4 million. >> if you are spending $4 million, you want to make sure you are hyping the fact that these are the best ads of the year, making sure people watch these. >> how does the industry decide whether the $4 million was worth it? >> first, we do see advertisers trying to milk as much out of it as they can.

you saw a really fabulous ad from volkswagen several years ago. they were one of the first marketers who released their spot early in order to generate the buzz on social media and advertise. >> genius move. >> geno smith, we have seen a lot of marketers copy it. -- genius move, we have seen a lot of marketers copy it. we are seeing teaser spots, ads for the ads. they are going all out. >> one of the companies that released a teaser ad, dannon. the year company -- the younger company. think 1990's. >> that was a good game. what do you say boys? >> don't you think it is time we get our own places? >> no. "surveillance" team spoke

with their vp of marketing. untiler bowl used to wait the big day to unveil the ads. with the ads on social media and you too, a lot of the roi is in the leadup. we released our ad on sunday and already have 2 million views. >> how much of your budget are you blowing? >> it is a big investment, we were the first yogurt maker to invest two years ago and we saw great results. we still think super bowl is a good investment, it is the largest advertising platform. and the second-biggest american food holiday behind thanksgiving. >> how do you measure the effectiveness? >> sales. at the end of the day, it is all about sales, that is the metric that matters most. >> sales is all that matters. doesn't make sense for every company to advertise in the super bowl? >> they work for certain types

of advertisers with certain goals. we talk a lot about advertisers who need to generate awareness. awareness amongst the entire country. great opportunity for that, you do not get anything else like that today on television. they work for some of these big advertisers who have owned the game and become synonymous, you mentioned budweiser, the clydesdales. one of the challenges is that you went the advertisements to be entertaining and you want people to love them. you need people to associate them with your product. how do you create an ad that is both? budweiser is a great example, you have the fabulous ad from last year with a horse trainer and the clydesdale, one of the best ads. one of the most effective ads, when you asked people about it after, what did they remember? they remember the brand that the ad was marketing. that one really work. >> they know they are going to have to drop the duo on the

super bowl, if they are not teehhere -- >> their competitor will be there. a few years ago, hyundai used -- one of a longtime advertisers dropped out of the game and decided they were not going to be there. i think it was pepsi. suddenly, the most prime real estate in the game, the first spot -- >> it was up for grabs. >>] kickoff, hyundai -- right after kickoff. hyundai snuck in and launched a campaign, a marketing play that really fueled hyundai to really incredible sales. behindad agency translate cheerios, running its first ever super bowl ad, here is the chief strategy officer. >> it is about super stories. tell a great story, great writing and a great insight. not necessarily about big

production values. i think more and more you will see heartwarming stories, funny stories. that is what people tend to share and go viral. can hey's mystery meat, correct the winner of the super bowl? >> it is the new york giants, according to teddy. well, according to teddy bear, it is going to be the baltimore ravens. ok, teddy. time to tell everyone, who is going to win super bowl xlviii? the seahawks are the broncos? [porcupine squeals] ♪

, 50 six past the hour. getting you up to speed with something -- with some breaking news. the state department has weighed in on the keystone pipeline, they think it will not boost oil impactutput or climate change. this is going to be disappointing to foes of the pipeline, who claimed the review sets in place a 90 day process. this is the final review from

the state department. we will now have a 30 day period of public commentary, setting the stage for a final decision that will come from john kerry and then from president obama. to reiterate, the state department has finally said the keystone pipeline will not have a great environmental impact. for more on the potential impact, i went to get down to washington dc to our correspondent phil mattingly. are you with us? >> i am with you. >> what else are you hearing, a beenessional aide has briefing reporters on what else we are learning and what kind of impact they think the keystone will have. >> this is a key point, a key cog in the process. the key thing to say and the thing jay carney just set a couple minutes ago in his briefing, this is just one step. this is a big step, not major changes from the draft we saw

last year. as you pointed out, environmentalists are not going to be happy. they thought another look at the report would give them a shot. they would be major impact. particularly on climate change, they are not getting that. what this does, it starts off another process. they will be public commentary an opportunity for industry groups to come and talk. john kerry is slated to make the we know thatn, but the president has the option of waiting and -- weighing in. the white house stays pretty far away at this, we have started the final cap down -- the final countdown. not a huge move forward, but deftly a step forward. >> ultimately it will be up to john kerry and the president to decide whether or not this is in the interest of the nation to have the keystone pipeline go for. let's talk about pros and cons. opponents were saying the pipeline was going to cement u.s. dependence on fossil feels. and do a lot of internal damage,

we have had a lot of voices against the pipeline, including -- walk me through some of the arguments against the pipeline. >> tom is the money and the loudest voice. why theg issue, i think advocates against this are so upset and have been so upset about the state department review is that it is not addressing the concerns they have. firmdon't feel like the that is contracted out to do this review has all the information. there are major concerns about what this will do from a tarzan's perspective. they do not feel like that is being factored in. the hope is that white house officials will come to their aid as this moves further along. cannot stress enough that white house officials are wary of weighing in. they do not want to be tagged with the decision until it is time for it to happen. tom steyer, top among the

environmental groups, calling on the white house to stop in. whether or not that is going to happen is anybody's guess, i don't think it will. >> phil mattingly joining us from outside the white house. the u.s. state department finally weighing in. the keystone pipeline would have no great climate impact. going to be disappointing to environmentalists who were campaigning against it. we will be back tomorrow with "on the markets." "bloomberg west" is next. ♪

>> live from pier three in san francisco, welcome to the early edition of "bloomberg west." i'm emily chang. our focus is on innovation, technology, and the future of business. the microsoft board is planning to name a new ceo after a long search to replace steve ballmer. she is the head of the cloud and enterprise group, so what will microsoft look like and what is the future of the