According to a recent survey conducted by the Association of National Advertisers and Forrester Research, the effectiveness of TV advertising is beginning to rise, with respondents of the survey believing TV ads are three times more effective than they were two years ago.

"The TV business is on the precipice of change, and marketers are poised to benefit," said David Cooperstein, vice president and research director for Forrester Research. "New sources of insight into consumer interests, combined with multitasking TV viewers, have created a new playing field upon which marketers can reach their most relevant audience."

This recent research can showcase to business students pursuing a marketing degree that TV ads are not dying, and they need to be aware of the power of commercial spots.

The survey also showed TV ad spending will account for 47 percent of media budgets in 2012, which is an increase of 6 percentage points from similar research conducted in 2010.

According to the Tampa Bay Times, the effectiveness of Super Bowl ads is as high as ever, and companies are willing to pay the price.

The newspaper reported rates for a 30 second ad ran to $3.5 million, which companies were willing to pay to reach the hundreds of millions of viewers across the world tuned in to the event.