. >> mark brosky, retired physicist. there seems to be one analog in the commercial world with a rapid response and that's the super bowl ads. i mean, the minute the super bowl is over, there's a lot of press for response to those ads. now is that changing commercial advertising and are super bowl ads getting better or worse as a result? >> i won't say better or worse, but the thing i would tell you super bowl advertising now starts three weeks before the super bowl, not the minute the super bowl ends. literally vw a year ago we released the 40 spot about ten days before and it had 10 million hits, viewers on youtube, before the super bowl had ever started. a good percentage of the country had seen it and decided they liked it and "usa today" polled one of the big ones decides super bowl success was in many ways influence bid that social media vote of what was good before. so i this do think the super bowl is an unusual moment of scrutiny for advertising. we don't care and we don't ask about advertising for the most part