In brief: PepsiCo's halftime hopes; Facebook selling and spending in Q4

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In other news: Super Bowl ads go into overtime ... Hallmark showcases female couple ... Target owes slew of agencies.

PepsiCo's appetite for halftime. Simon Lowden, chief marketing officer for Pepsi Beverages North America, told TheStreet.com that sponsoring this years 12-minute halftime show (featuring Katy Perry) is the best way to expose Pepsi brands. "It's huge for us," Lowden said, especially since more people seem to watch the halftime show than the game itself.

Facebook results: Sales, expenses both up. The social-media giant announced its quarterly results Wednesday. Revenue increased 49% in the Q4 compared to the previous year, beating Wall Street expectations. But expenses rose even faster, up 87% from the same quarter the year before, driven in part by a jump in employee stock payouts.

At the Super Bowl, are 30 seconds enough? Not judging from the ad buys by many brands. Ad Age reports that last year's broadcast included 22 ads that ran for 60 seconds or longer, according to Kantar Media. These long-playing commercials accounted for 40% of all paid spots during the game, the most since at least 1984.

Hallmark Valentine's spot features female couple. The card-maker is a bastion of Americana, so you know LGBT representation has hit the mainstream when Hallmark features two women in its "Put Your Heart to Paper" campaign. The campaign includes interviews with real couples, who talk about what they love about each other — and must describe their feelings for each other without using the word "love."

Target owes agencies big time. Court proceedings over $3.4 billion in vendor debts show Target owes its Montreal-based media agency Carat Canada $9.4 million, the most of the several hundred creditors listed on the public document. Other agency partners include the MDC Partners agencies KBS ($705,000) and 72andSunny ($134,307), National Public Relations ($122,767), marketing analytics company Environics Analytics ($24,860), Hill+Knowlton Strategies ($10,904) and recruitment-advertising agency TMP Worldwide (just over $440,000). The list also includes small independents such as Halifax-based web design agency Eclipse Media Group, which is owed $1,380.

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