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on -- scarlet johannsson scored. >> michael, most of the commercials, those they seemed like standard fare to me. was it worth $4 million per spot? >> you know, i think -- the answer is it depends. i think as audiences get fractured across, netflix the web, hundreds of cable channels, it's only actually made the super bowl more valuable. this is the one moment where, you know, 110 million americans sit down and watch the same thing at the same time. that's very unusual. and, you know, as you've seen advertisers can, you know, if they are in the super bowl they can use this as an anchor for a multimonth kind of campaign, and i think it can work very well. i think you can also sort of wake up the next day and think wow i spent $4 million for the