soft drink machine maker sodastream will make its super bowl debut during next month's game.he company reportedly is using the ad time to make consumers more familiar with their products. but just because sodastream is advertising on american television's biggest stage, it doesn't mean the company and its shareholders should expect a significant return on investment. according to a recent survey by the retail advertising and marketing association, only 8% of consumers say super bowl commercials affect their buying habits. $4 million to change the behavior of 8% of your buyers. it's not enough just to advertise during the game. companies need an activation plan to capitalize on the large audience. if sodastream's primary goal is awareness, this could end up being a bad buy for shareholders. i'm rick horrow. a big day for people who are invested in banks companies. j.p. morgan, goldman sachs, bank of new york, and we'll have a preview of what to expect on thursday when bank of america and citi comes out. >> tom: so important to focus on because financials are a significant sect

soft drink machine maker sodastream will make its super bowl debut during next month's game.he company reportedly is using the ad time to make consumers more familiar with their products. but just because sodastream is advertising on american television's biggest stage, it doesn't mean the company and its shareholders should expect a significant return on investment. according to a recent survey by the retail advertising and marketing association, only 8% of consumers say super bowl commercials affect their buying habits. $4 million to change the behavior of 8% of your buyers. it's not enough just to advertise during the game. companies need an activation plan to capitalize on the large audience. if sodastream's primary goal is awareness, this could end up being a bad buy for shareholders. i'm rick horrow. a big day for people who are invested in banks companies. j.p. morgan, goldman sachs, bank of new york, and we'll have a preview of what to expect on thursday when bank of america and citi comes out. >> tom: so important to focus on because financials are a significant sect

. >> sodastream up 2% with a buy rating.fastest growth stories in consumer products out there. this is a herbalife for greenberg story. >> not mentioning herbalife. >> i had to t that in there. >> jc penney is interesting from that perspective, remember, you've got vern dado in that trade. >> dan is vocal. so they give you a lot of ammo to use against each other. maybe it's just a draw. could it be a draw? >> right now they're both making money, right? i think the stock is still below where ackman shorted it. and above where loeb bought it. >> i hope everybody makes money. >> especially if it's for char ti, right? >> hello, bob. >> bank stocks are opening to the down side here. i think wells fargo is the down side leader. it was down 2% just a few minutes ago. this was a good report, and it is typical for the banks to sell off immediately after. it's a little unusual. usually jpmorgan leads with the banks. this time it's wells fargo. it's typical for the banks to sell off immediately after the first day of the first bank ear

there's going to be a super bowl ad for a company called tod eed sodastream that's on an illegal settlement bank. there have been protests of showing the ad, protests of people saying no, this is a good thing. this is also going to be a political repercussion in sports. >> sports is political, huh? >> the house is on fire anyway. i'm not the arsonist. i'm just saying look, it's on fire. >> okay, billy joel. >> we got our picks lined up. >> we've got our picked in order. >> we're going to go around the table. i'm taking the ravens for no reason. i've got a friend from baltimore. i like the team. they're gritty, they're old. one last stand for the ravens. >> i like the ravens because of the coach, john harbaugh, a little more smiley-faced than his brother. >> crazy. >> i think they're going to shut down kaepernick. >> i like the ravens because this is colin kaepernick's tenth start of his career. law of averages and ed reed hasn't had an impact game yet, the future hall of fame safety for the ravens, he's due. >> 49ers. >> no reason? >> she doesn't show her work. she just gives you the answer