• Fast Company, Tuesday, February 7, 2012 11:15 AM

Blogger John Coleman writes that Super Bowl ads can't be judged as just "ads" but as branded entertainment. "Super Bowl advertisements have become their own form of entertainment," he writes, " and as such play by a completely different set of rules."

He writes that Super Bowl advertising is far from a waste of time and money because it's the one time where people are actually excited about watching ads. "It’s part of the Super Bowl ritual. We rank them, debate them, post them, share them, re-watch them, pre-watch them, and sometimes claim they are more entertaining than the game itself. People want to watch the advertising. That never happens when someone tunes in to ‘Modern Family.’"

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