"Things are looking good for CareerBuilder heading into the Super Bowl, " writes Tim Calkins, a marketing professor at Northwestern University's Kellogg School of Management.

FORBES: The Super Bowl Ads You Can't Miss

"A lot of advertisers are running long commercials to tell these stories that engage people often in a very emotional way, " said Tim Calkins, clinical professor of marketing at the Kellogg School of Management at Northwestern.

NPR: Oh The Drama! Super Ads Go Epic

"It's a bit of a gamble to walk away from such an iconic event that has been such a big and critical part of their marketing program, " says Tim Calkins, a marketing professor at Northwestern University's Kellogg School of Management in Evanston, Ill.

WSJ: Pepsi's Drinks Will Sit Out the Super Bowl